Sixteenth

Sixteenth, a leading management company, was undergoing an acquisition by the global firm Whalar Group. I was enlisted to guide them through this transformative phase with a tailored brand toolkit and design system. My task was to ensure their brand identity aligned with their new direction, equipping it to support their expanding operations and growing reach.

At the 16th minute, a clock’s hand forms a 96-degree angle. This concept became a key element of the identity, slicing through the brand’s visual language and even the new wordmark, a heavily customised Domain Serif.

I collaborated closely with a trusted UI/UX freelancer to deliver the full project. The focus was on evolving the brand identity while preserving its core essence. I developed a cohesive design system that connected seamlessly across every touchpoint, ensuring brand consistency. The system was designed to be user-friendly for the client’s team while remaining streamlined for practical, real-world application.

Measuring Success

The rebrand and design system enabled Sixteenth to significantly expand their roster and operations into the US, boosting company revenue.

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