WHAT associates

04/09/2024

This morning, we watched the installation of our new signage project. The is encouraging car-sharing with designated spaces in their main car park, a move to cut carbon emissions and promote greener travel.

Rather than simply signposting these spaces, we saw an opportunity to educate and inspire. Our solution highlights the benefits of car sharing and promotes the University’s commitment to sustainability. The signage is made from recyclable aluminium composite and installed using repurposed posts. Huge thanks to Jonny and the team for all your hard work.

03/09/2024

As graphic designers, people often ask us what we do. The answer is simple: we make sense of a complex world.

While some might think creating a map of bus routes isn’t the most exciting brief, we see it differently. For us, graphic design is all about problem-solving and transforming information into clear and engaging visuals. People remember 80% of what they see, compared to just 20% of what they read, which is why infographics are so impactful.

Our latest project for turned a list of bus routes into a simple, user-friendly graphic. It took some working out, but a hugely satisfying conclusion.

When we originally worked on St Jo’s branding, we carefully selected a broad colour palette, distinctive typography and an underpinning grid framework, anticipating the need for a variety of on-brand visuals. This planning ensures every piece, from signage to infographics, remains consistent and true to the brand.

30/08/2024

Time for a little reminder of what’s what!

We are a creative consultancy specialising in branding, design and marketing. At the heart of everything we do is a belief in the power of individuality. With every project, we get to know who you are, what you stand for, and where you want to go.

Our work is as unique as you. Whether you’re starting something new or moving your business forward, we’re here to help you succeed. From strategy and crafted identity to design, photography and colourful marketing campaigns, we bring your story to life.

WHAT makes you shine.

20/08/2024

Does environmental design have to be green? 

For us, environmental design isn’t about using cliché symbols and green, it’s about creating a vibe that feels positive and energetic and is a rallying call for a better, more sustainable future. Our recent work with Suffolk Community Energy Network is a great example of this.

We’re thrilled that Suffolk County Council recognises us as an agency committed to sustainability. Suffolk Climate Change Partnership (SCCP), which includes six local authorities in Suffolk, reached out to us to develop a new identity for the Suffolk Community Energy Network. This network serves as a central hub for local community groups focused on tackling climate change through innovative energy initiatives.

If you want to create a brand identity that stands for something meaningful and inspires positive change, we’d love to hear from you. Whether you’re looking to refresh your identity, market your business or start a new project, we’re here to help.

09/08/2024

Callabas is a new independent financial services practice owned by a mother-daughter team, in the Cotswolds.

We were thrilled they wanted to partner with us to launch their new business.

Talking about money can be daunting and overwhelming, especially for some women who have traditionally left finances to their partners.

Key stats:
• 80% of women will manage household finances at some point
• Women will inherit 70% of wealth over the next two generations
• By 2025, 53% of UK millionaires will be female

Despite this, only 15% of financial advisors are women, though 70% of women prefer female advisors. Callabas is here to change that!

Sian and Alice aim to bridge this gap, empowering individuals to take charge of their financial futures with confidence and expertise.

The result is a modern, gender-intelligent identity that stands out in the financial services industry.

“Working with What Associates was a pleasure. They deeply understood our work and values.” — Sian MacInnes

We wish Sian and Alice great success for their new business.

01/08/2024

Colourful marketing - big, bold and impactful. That’s WHAT we do!

It’s great to see the St Jo’s Ambition campaign out there. It never fails to excite us to see our work ‘big’ in the real world!

We’ve got 48-sheet billboards and digital screens on rotation at Felixstowe and Ipswich train stations, perfectly positioned to target high-impact roads and public thoroughfares. This campaign is all about retention and recruitment, showcasing the ambition across the entire school.

What makes you shine. We’re pleased with the results, the bold messaging and the epic nature of the student portraiture have a real impact. The brand identity we worked on 4 years ago is working hard and ever-evolving.

We’re passionate about refining and advancing our clients’ brand messaging. Our comprehensive approach to branding, strategy, design, photography, and production ensures our clients stand out from the competition. We’re proud to partner with , to elevate their narrative.

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31/07/2024

I’m Wendy, today I’m celebrate 11 Years at WHAT associates. This is the longest I’ve worked in one place. Every day is different, every project is unique, so it feels like I’ve had many jobs rolled into one. People often comment on how and I work together 24/7 and can’t believe we’re still happy and a couple. The truth is, we’re in this together, we complement each other’s skills, trust each other’s judgment, and we always have each other’s back. I wouldn’t want to do this with anyone else. (He’ll probably hate me for this outpouring of affection—we’re not so good at PSAs.) Sorry, Tim!

Running a small business means we’re often caught up in the day-to-day, but it’s so important to take a step back and celebrate the little wins (thank you, LinkedIn, for the reminder!). So, we’re taking a moment to reflect on our journey and all the amazing projects we’ve had the pleasure to work on.

Our mission has always been to celebrate what makes YOU shine. We believe every project should be as unique as the people behind it. Personalised, bespoke creative work that tells your unique story.

A massive thank you to everyone who has supported us along the way.

31/07/2024

I’m Wendy, today I’m celebrate 11 Years at . This is the longest I’ve worked in one place. Every day is different, every project is unique, so it feels like I’ve had many jobs rolled into one. People often comment on how and I work together 24/7 and can’t believe we’re still happy and a couple. The truth is, we’re in this together, we complement each other’s skills, trust each other’s judgment, and we always have each other’s back. I wouldn’t want to do this with anyone else. (He’ll probably hate me for this outpouring of affection—we’re not so good at PSAs.) Sorry, Tim!

Running a small business means we’re often caught up in the day-to-day, but it’s so important to take a step back and celebrate the little wins (thank you, LinkedIn, for the reminder!). So, we’re taking a moment to reflect on our journey and all the amazing projects we’ve had the pleasure to work on.

Our mission has always been to celebrate what makes YOU shine. We believe every project should be as unique as the people behind it. Personalised, bespoke creative work that tells your unique story.

A massive thank you to everyone who has supported us along the way.

26/07/2024

We love WHAT we do 💙

When you work with us, you’re not just working with an agency—you’re collaborating directly with two dedicated creative directors who truly care. We listen, respond, and take your insights to heart, transforming complex challenges into creative solutions tailored just for you.

We’re unapologetically a small agency. Working with us is a personal experience, where every client gets the attention they deserve.

We’d like to thank you for being a part of our journey.

14/06/2024

We were pleased to see Penrose Learning Trust mentioned in Tes magazine in their feature about the importance of branding for Multi-Academy Trusts (MATs).

https://www.tes.com/magazine/leadership/strategy/how-growing-trusts-are-approaching-rebrands

Creating a strong brand is essential for any multi-academy trust that wants to attract new schools and high-quality staff.

Our collaboration with Sarah Skinner and Penrose Learning Trust in their rebranding journey has been extremely rewarding. We’ve helped them reimagine their name and identity for the future, and our partnership continues as we support them in implementing and evolving their identity across all their schools.

Rebranding is a delicate process that requires careful consideration and planning. Our approach is rooted in strategy, understanding the culture of an organisation, and seamlessly integrating strategic insights with creative solutions. Drawing from our experience working with educational providers, we offer expertise and knowledge to ensure the success of your project.

If you're looking to strengthen your brand and make a lasting impact in the education sector, please talk to us about how we can support you WHAT associates Ltd.

Rebrands of multi-academy trusts are becoming more common as growth and consolidation in the sector ramp up. Ellen Peirson-Hagger speaks to MAT leaders to find out how they have tackled theirs

02/05/2024

100% 🔵⚪️

29/02/2024

Can you help us? Our studio is going up for sale, our landlady has decided to sell all her properties along Eagle Street. This now means that we need to find a new home for WHAT.

We’ve spent an amazing 6 years here in the heart of Ipswich, right on the bustling thoroughfare to the University and College. We’re going to miss it, our fantastic unique mix of neighbours; , The Comic Shop and EDRM Architects and where else can you find a 2CV garage in Suffolk?

We would absolutely love to stay in central Ipswich. So, if you know of any available spaces, we would really appreciate your recommendations. (Ideally dog friendly) Please drop us a message!

Thank you for your continued support. 💙

19/02/2024

Are you human? How many times have you been asked that question while being prompted to identify a traffic sign, a motorbike or a cat…?

Our little ‘human’ clicks have been helping AI work things out. Millions of us are unknowingly collaborating to achieve the same goal, to train AI to behave like humans. Our clicks are potentially enabling driverless cars to recognise motorbikes and swerve to avoid cats.

We’ve been putting the Adobe Photoshop text command AI-powered generative fill through its paces. While it sometimes does a good job of removing backgrounds and inserting or replacing objects in a photo, its interpretation of commands can have unexpected and hilarious results. I guess, like all AI technology, we are part of the process, helping to train AI to be smarter and more accurate with every simple command.

We’re using the portrait of Will (who kindly stood in while we were setting up the lighting on a recent photoshoot) to demonstrate the results.

What do you think? We think it still has a long way to go. The more photoshop users clicking the quicker AI will learn.

15/02/2024

We loved creating this new campaign for ’s_college_ipswich 💙

The concept has been on our minds for some time. A retention and recruitment campaign, exploring the aspirations, expectations and achievements across the whole school. It challenges preconceptions, represents their core values and positive culture and highlights their vision for the future.

It’s great to work alongside the marketing team at St Jo’s to roll out this campaign across digital, print and outdoor media.

There’s never been a more exciting time to join St Jo’s. Find out more: stjos.co.uk/ambition

24/11/2023

Why should your charity care about branding?

Your brand is ultimately a reflection of all the good work you do, so it’s incredibly important you invest time and effort into creating an identity which represents you accurately, both in strategy and visual identity. This, in turn, has huge benefits in building trust, credibility and recognition while also distinguishing you from other charities and organisations.

Whether you’re looking to launch, evolve or rejuvenate your identity, reach new audiences or boost funding – we can help you raise awareness for your cause.

We have worked with many charities and social enterprise organisations over the years both at WHAT and previous agencies in London: Art for Cure, Unicef, RNLI, Save the Children, The Hive.

Depending on your budget, we have various packages available, we’d be happy to discuss this with you in more detail. Please give us a call.

We are committed to using our creative skills as a force for good, adding real value and driving positive change.

Post: new identity for

14/11/2023

This is a wonderful film about the brilliant team at The HIVE Ipswich working with Suffolk Wildlife Trust to build a garden and create a community space for everyone to enjoy.

https://www.youtube.com/watch?v=47E75XVhpjI

We are really enjoying working with Cad and the team at The Hive to evolve their visual identity. It's such a vibrant and inspiring community and this film captures it so well.

Lasting change comes from within a community, from their hopes and dreams and passions, with local people choosing their own future. The Nextdoor Nature proj...

03/11/2023

WHAT we’re reading: 💚💚💚

So much brilliant insight and positivity: Books, emails, lectures, workshops, network. We’re hooked!

⭐️ ⭐️ ⭐️ ⭐️ ⭐️

03/11/2023

X industry post 4. Terminology

Sustainability is not only an environmental issue, it is a human issue.

In our industry we’re quick to dehumanise people. We use terms like consumers, customers, shoppers, prospects, visitors… when we should be talking about people as individuals as World Citizens.

The term Citizen is interesting and it’s evolution to this point even more so.

From now on, it’s all about us and we, not you and I. It’s our issue. All of us. Working together.

For further information we recommend:

Read: Citizens: Why the Key to Fixing Everything is All of Us by Jon Alexander with Ariane Conrad

Visit: The New Citizenship Project - newcitizenship.org.uk

Podcast: How to Citizen Podcast - Baratunde Thurston

29/10/2023

This time last week we were at the Rugby Festival. We were there as spectators, capturing the vibe and being part of the crowd. It always impresses us how students throughout the school know and support each other and are so proud of their school. True team spirit.

24/10/2023

X Industry post 2. Scope 3 Emissions

As an agency we have measured and calculated our operating and business emissions (Scope 1, 2 ) and reported and reduced as much as we can.

However, we know the biggest carbon footprint will come from the work we do for our clients (Scope 3 emissions) and the uplift in greenhouse gas (GHG) emissions that result from the increase in sales generated by our work. This is a complex scope to work out, but we are trying.

Where exactly does advertising contribute to scope 3 emissions?  

Scope 3 emissions are not produced by the company, but are generated through its value chain. Upstream emissions come from the production of a products or services. Downstream emissions come from the use and disposal of a business’s products or services.

According to the Carbon Disclosure Project (CPD) 92% of an agencies carbon emissions come from Scope 3.

Currently, calculating Scope 3 Emissions in the UK is voluntary. However, from 2025, companies in Europe will be required to report indirect emissions across their value chain so it is likely the UK will follow.
Offsetting carbon emissions isn’t the solution. Awareness, measuring, calculating, reducing and having an action plans is. It’s hugely complex but critical to start managing 💚.

In 2022, the X industry was responsible for 208 million tonnes of CO2 emissions. 
Source.

21/10/2023

Good luck to all the schools participating and everyone involved in the organisation of the Rugby festival sponsored by this weekend.

See you there!

WHAT associates: Rugby festival identity and design.

20/10/2023

We loved this photoshoot with and his dad a few years ago.

If you haven’t watched this, you should on to see how school/club/ family support really matters.
The also makes an appearance (just-by-chance 😉 we were in the bar while their interview took place).

It’s a full-on rugby weekend for us watching and braving the rain at the Rugby Festival 🏉 🏴󠁧󠁢󠁥󠁮󠁧󠁿


📷 commissioned by

20/10/2023

Recent photography for Alexandra Langdon. A beautiful project, we love the unique circular design, quality craftsmanship and signature touches.

Visit our photography portfolio [link in bio] to see more work: Advertising, commercial, and editorial photography services.

19/10/2023

We’re starting a new series of posts looking at the role of our industry in the fight against climate change and why it’s so important that we start using our skills for good.

It’s a really exciting time to be working in the ‘X industry’ because as Creatives, we are in a position to make change happen.

We love the term ‘X Industry’ a phrase coined by Futerra Chief Solutionist, Solitaire Townsend. We highly recommend her “Ted Talk: Are Ad agencies, PR firms and lobbyists destroying the climate? Link on linktr.ee

17/10/2023

As an agency, we are making sustainability a priority in our business and all creative work we undertake with our clients.

We have worked on a range of design projects for Penrose Learning Trust, since their rebranding, working closely with our suppliers and manufacturers to make good decisions based on material selection, longevity, and function.

From, Lanyards made from recycled plastic bottles (PET bottles) and biodegradable portrait card holders to repurposing and refurbishing existing signage structures and ensure composite signage materials were specified which were recyclable while also being fit for purpose and strong to ensure longevity.

Each school within the Trust now displays a Penrose plaque which is 100% recyclable stainless steel and Each main school sign displays the Trust brand identity and school name. A deliberate decision was made to not include individual school logos as these may evolve over time. This ensures the signage is a permanent fixture.

Branded items specified include reusable water bottles, recycled and biodegradable pens and stationery, Eco display banners. Recyclable, recycled, and sustainable materials were used as a preference for all printed materials Penrose-branded items were shared across the MAT to reduce costs and create consistency across the board. Stationary, Presentation templates, Prospectus, Newsletters, Lanyards and Signage.

Thank you for all your support and effort on this big signage project.

You can read the full case study on our website.

16/10/2023

This identity was mathematical and complex, quite possibly our most challenging and mind boggling yet.

Penrose Learning Trust is named after Penrose Tiling which was discovered and investigated by Sir Roger Penrose in the 1970’s. The tile patterns are created using two shapes, the dart and the kite. When laid correctly they tessellate perfectly, but more interestingly they are aperiodic. This means that although the pattern may express similar qualities it is infinitely variable. The design grows centre out, never repeated.

The Penrose Learning Trust logo mark has evolved from the tessellating tiles rather than a direct copy of the pattern. Changing the line weight of the two shapes a kite shape is visible within the negative space of the dart. A strong central core was created using the Fibonacci sequence. The icon is in the process of being formed with the darts shown being drawn into the larger form, representing how the Trust is attracting new schools and growing. Each kite is a different colour to express the variety and individuality of each school which comprise the Trust.

You can read the full case study on our website (link in biog)

Whether you require a new name and brand identity or are interested in evolving your identity, we can help. Please get in touch.

06/10/2023

A few details from our recent photoshoot for 💙

Small businesses are the heart of our town. We feel very privileged to have worked with so many over the years.

We can all do more to support them. It can be as simple as sharing photos, making a recommendation or leaving a positive review - it doesn’t cost you anything but it’ll mean the world to them.

05/10/2023

We’re so happy to see the doors open at Good Inside again! have taken over with their delicious menu for brunch and supper. 👏🏻 👏🏻

Small businesses are the heart of our town 💙

21/09/2023

We were invited to photograph at the Open Day in June. It’s a wonderful place, where a community is coming together to look after the land and enjoy the benefits of working, learning and sharing together.

Their next iFarm open day is on 23rd September 2023. Everybody welcome!
11-5pm Ifarm Blo Norton IP22 2JH

Visit for more information.

WHAT: Design & photography

25/08/2023

Congratulations to everyone involved with this great development project
We loved working on the branding, design and photography. 💙

Source: