As a communications-based strategy consultancy advising the next generation of leaders, entrepreneurs and risk-takers who chart new paths and imagine new futures at the frontline of the new economy, Wachsman's approach was pretty clear from the beginning.

Be bold and don't hold back.

Inspired by their newfound direction of 'boldness and fearlessness', we anchored the brand ideology visually around an attitude of venturesome. The 'blank space' is a shapeshifting, responsive visual device that symbolises the VUCA world that we live. The deconstruction of Wachsman was designed to connote the concept of decentralisation(in this digital age) and the spirit of defying convention. The new brand identity aims to adapt, shape and champion the game-changing vision without reservation.

Welcome to the new Wachsman. The future belongs to the fearless.

Photography by Yik Keat