Signifi.id
4 Elm Park Road
South Norwood
London
SE25 6UA
E: hello@signifiid.com
T: 020 0027 6984
M: 07721 318 629
Signifi.id
4 Elm Park Road
South Norwood
London
SE25 6UA
E: hello@signifiid.com
T: 020 0027 6984
M: 07721 318 629
Insight
When a new HR and recruitment start-up approached us, they initially intended to name the business True North, which perfectly reflected their mission: helping people discover the right career path. However, early research quickly highlighted a problem as the name was widely used and so would be legally complicated to protect.
We worked with the founders and explored the business, its target audience and its purpose, uncovering the opportunity to create a name that was distinctive, meaningful, and would act as a conversation-starter.
The brand needed to communicate guidance, confidence, and transformation while remaining approachable and memorable.
Innovate
From this research emerged the name 14° West – the difference in the angle between magnetic north and true north. It served as a compelling metaphor for the company’s role: helping clients navigate their own professional direction, correcting deviations and finding their ideal path.
The logo design was entirely derived from this concept. The red line is set at 14°, which is mirrored in the W of “West,” and the strapline “find your true north” tracks along the line.
The palette of black, white, and red conveys a no-nonsense authority, clarity, and dynamism, while the square form of the business cards introduces a sense of distinction and uniqueness.
The mark was also designed to be adaptable across applications, from social media icons to stationery, ensuring consistency and flexibility in a modern, digital era.
Interact
Working closely with the founders, we translated the concept into a full visual identity system with every touchpoint considered for usability, impact, and flexibility, ensuring the brand remained visually strong in any scenario.
The letterhead, business cards, and social icons all reflect the brand’s energy and direction, reinforcing the narrative of guidance and transformation.
Impact
14° West launched with a brand identity that immediately captured attention, conveyed purpose, and differentiated the firm in a competitive market. The story-led approach gave the founders a platform to communicate their unique proposition – helping clients find their “true north” – in a visual language that is memorable, flexible, and strategically grounded.
This project demonstrates how insight-driven naming and design can turn a practical problem into a meaningful narrative, giving a start-up confidence, credibility, and a strong platform for growth.
© signifi.id
© signifi.id