Wingman Solutions
THE BRIEF
Wingman Solutions is an Ontario-based MSP (Managed Service Provider). They’d hired Araia Marketing to develop a marketing strategy that would secure more interest, more trust, and more business. The first priority of this marketing strategy? To elevate the brand identity to better position this IT company as a leader in the market. In partnership with Araia Marketing, I was brought in to lead the visual rebrand.
SCOPE OF WORK
Brand Identity Design
THE CHALLENGE
Lacking Visual Distinctiveness
From the audience’s perspective, choosing an MSP can feel daunting and unclear. As they evaluate providers, they’re searching for signals of trust before deciding who to engage. The Wingman Solutions brand lacked the visual distinction needed to stand out and position itself as a compelling, credible choice.
"But Don't Change the Logo"
The Wingman brand already had a strong logomark. Designed by one of the business’s founders, they didn’t want to lose the iconic mark they’d had since day one. The goal of this rebrand was to reimagine the brand experience but take the logomark with it.
THE STRATEGY
Call it Modernization or Call it a Designer’s Eye
Beyond the logo, the original brand identity—experienced primarily through the website—felt basic and purely functional. It did little to spark curiosity or engage the senses. This is a common challenge among startups that have approached branding on their own. Our goal in the rebrand was to modernize the brand’s image through intentional design decisions, creating a cohesive system that could support long-term growth.
STRATEGY
Technology—but Make it Human
The biggest opportunity that existed in the IT space was to make the brand more personable. This meant moving away from technical jargon and generic tech visuals, and instead highlighting the people behind—and using—the technology. By creating a sense of familiarity, the brand builds connection. And when people feel seen, they’re far more likely to engage.
DESIGN
Tidying Up the Negative Space
There were very deliberate choices made when it came to the brand typography. I wanted the logo to feel sweet and gentle, while remaining professional and polished. This was achieved with a serif typeface that had soft corners and curves to present a compassionate brand. An elegant but very legible script typeface was used in secondary logo designs that made the brand feel personal and feminine. These typefaces were chosen for how they move, breathe, and hold space.
original logo design
rebranded logo design
DESIGN
Here’s Our Angle: We Customize to Unify
The previous logo typography was ultra-fine and felt disconnected from its bold monogram counterpart, which also affected legibility at smaller sizes. To address this, I selected a bold, geometric sans serif that shares similar visual characteristics, bringing cohesion to the combination mark. To further unify the system, select letterforms were customized to echo the strong angles of the logomark, reinforcing a consistent and intentional visual language.
DESIGN
Designing for Versatility
The brand was limited with just one logo design, which could only perform well in horizontal spaces. This rebrand involved expanding the logo suite. By providing a range of logo design orientations, the brand’s logo could adapt to any space regardless of size or shape.
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