The Wick

A new cultural platform for the culturally curious

Client:   The Wick Year:   2020 Location:   London, UK Services:   Brand Strategy, Branding, Web Design Developer:   Oddberries

Conceived by KTW London, The Wick is a new content-led hub showcasing life through the lens of art and culture. After working on KTW’s brand, we were brought on board to help refine The Wick’s living brand language to express and articulate their vision and personality.

The platform needed to communicate a range of content and subject matter in a coherent way, whilst giving an ownable voice to the various themes that sit within. Praline expanded the brand toolkit, crafting visual systems and guidelines to allow KTW London’s team to take hold and bring the content to life.

The website itself builds on a system of modules, allowing the curatorial team to create pages that respond to the content of each article; defining background colours, image layouts and content blocks.

The identity is driven by three core elements; colour, typography and imagery.

Working in close collaboration with KTW London’s team, Praline created a flexible yet distinctive colour palette, which balances bold, highly visual tones alongside a more corporate palette, allowing the editorial team to respond to and present content in a way that is relevant and engaging.

Aware that the imagery selected to sit in and amongst the brand framework would be ever-changing, we looked to create systems and templates that balanced adaptability with a consideration for the overall brand aesthetic.

Through developing the brand and visual approach comprehensively, across all platforms, The Wick now has the foundations for a world which celebrates visual arts, culture and creativity in all its forms.

“It was fantastic to work with a design team who could come on the full creative journey, from ideation to creation for The Wick, to realise a joint vision. It is rare to find a team that will be so committed in every minute detail of the process.”

Katy Wickremesinghe, Founder, KTW London and The Wick