Transforming Identity, Amplifying Purpose
Softway, a people-first consulting firm, approached us to unify and elevate the branding of its three entities—Softway, Culture+, and Love as a Strategy (LAAS). We led a comprehensive brand strategy exercise, crafted a robust brand architecture, and developed distinct-yet-cohesive brand identities. Our work culminated in intuitive, human-centered website UI/UX designs that reflect the emotional and cultural essence of each brand while ensuring strategic alignment.
Design Vision & Strategic Approach
Our vision was to bring clarity, consistency, and emotional resonance across all three brands. Through immersive workshops and brand audits, we mapped core values, audiences, and positioning to build a strategic framework. This foundation guided our design direction—purposeful, bold, and empathetic—ensuring the visual and digital expression aligned with Softway’s people-first mission.
Design Challenges & Expectations
The challenge was creating harmony across three distinct-yet-connected brands—each with its own audience, message, and emotional tone. Expectations were high: the new identities had to be modern yet timeless, and the digital experience had to balance functionality with storytelling. Navigating these nuances required a deep understanding of brand psychology, user behavior, and systemic design thinking.
Brand Tone of Voice
Empathetic, empowering, and purpose-driven. The tone reflects Softway’s human-centric approach—confident yet compassionate, strategic yet emotional, always authentic.