Pete Massey, founder and director of Upcurve Limited, asked me to come up with a brand and website for his new consultancy. For the logo I went for something strong and simple, which incorporates the idea of the upwards curve, whilst reflecting the professional and modern values of the company. Pete’s clients are mostly large corporations, so the site needed to embody professionalism, but we also wanted to hint at the transformational potential he was offering. I incorporated the flowing lines delineating the various sections to bring in this element of freshness and potential for transformation. To make the user flow as smooth as possible, I opted to lay out the majority of the information and calls to action on the home page, using a smooth-scrolling navigation.