Twine
An approachable new brand for a warm-hearted strategic thinker
Anna Traylor does too much good stuff for one job title to do her justice. She’s a strategiser, project planner, networker, and service designer, as well as a food industry expert. But when Anna contacted us about designing her brand identity, she wasn’t sure how to articulate what she does — or what that would mean for her brand. So, we wound back to the beginning to get to the bottom of what made her brilliant.
Thinking
We ran a strategy workshop – with our copywriting partners Yarn – to define Anna’s service offering, ambition, and personality. That helped us to understand all the different facets of her work. We saw two common threads: uniting people, and promoting sustainability. From there we explored naming, eventually arriving at ‘Twine’ – a word inspired by natural garden twine that reflects how Anna unites and uplifts others. We carried that warmth and optimism into the copy and tone, which embodied Anna’s own effusive voice. And we wanted the visual identity to do the same.
Outcome
A hand-drawn, effortless looking logo — inspired by a looping length of twine — makes the brand feel personal and authentic. We ran that style through a suite of icons, each of which is made up of a single, unspooling thread. And an unabashedly bright colour palette makes everything jump off the screen, nodding to Anna’s joyful personality.
For the warm and minimal website, we designed case studies that don’t feel like case studies at all. Instead we created ‘stories’, giving them an editorial feel that makes them less corporate — and more like someone sharing a tale about something they love.
From the name to the palette to the styling of the site, Twine is all about bringing people together and inspiring positivity. Just look at the brand — and try not to smile.
“I wanted to thank you for your immense contribution to making sense of how I communicate my offer.”
Anna Traylor
Founder, The Twine Partnership
Services
– Strategy workshop
– Brand personality and positioning
– Naming
– Tone of voice
– Visual identity
– Website design & build
Collaborators
– Naming and tone of voice: Yarn
