TRUFFL developed a full identity and messaging strategy for Writey.
We shortened the company's name to "Writey" (formerly “WriteyBoard”) as the firm began selling a broader array of products in addition to its namesake re-stickable whiteboard.
With this new name in mind, we developed the tagline, "Write On Everything,” which conveys the company's mission to allow customers to write on every surface with their dry-erase products.
Writey's logo, a series of dots, squiggles and lines, expresses the main types of doodling one can do with a marker. Sandwiched between dots and a line, a squiggle creates the shape of a “W” for Writey.
Writey's Logotype was custom drawn based on the endings of the "W" in the emblem, resulting in a unique Writey font.
The color palette selection was inspired by the colors of markers found in their sets.
Secondary logos with a unique color were selected for their main product categories: WriteyBoard, WriteyPaint, WriteyDesk, and WriteyAccessories. Packaging for each product line follows this same color distinction.
Packaging was updated from its previous iterations with a more minimalistic, clean, and straightforward approach, featuring bright colors and basic product information.
The components of the logo -- lines, dots and squiggles -- appear throughout their identity, deconstructed as separate elements.
The result is an identity that will appeal to high-end creative professionals, designers, and students, who will also appreciate the company's playfulness and creativity.