Mark Wales
Some projects come with a brief. Others come with a life story you can’t ignore. This one started with a third book release, but behind it was a career that’s anything but ordinary.
Mark Wales is a former 1st Armoured Regiment officer, Survivor alum and Ivy League MBA, now translating elite military leadership into the corporate world, primarily for men who want to lead better, not louder.
The ask wasn’t to reinvent him, it was to build a brand system that felt like a natural extension of everything he stands for: calm under pressure, clear thinking, the kind of presence that doesn’t need to shout to be heard.
We created a suite of logos and visual assets that echo his book cover: stripped back, confident and direct. Strong upright sans-serif typography anchors the identity, paired with subtle serifs to reflect depth and knowledge. The palette leans into a rich, energetic orange: not aggressive, but undeniably purposeful.
Imagery was key. We moved away from the obvious “military” tropes and instead built a world of quiet tension: dystopian-leaning landscapes that feel like the moment before something begins. Controlled, considered, and intentional.
The result is a brand that speaks to a male-dominated audience looking to level up, not bro-down without falling into the usual noise. Grounded, charismatic, and quietly commanding.
The kind of brand that doesn’t try too hard, because it doesn’t have to.
