The name conveys the notion of being the consultant to guide clients in the best manner of approaching, solving and developing all aspects of their corporate design needs. It also corresponds to Wayfinding, the literal method of people navigating any environment; physical (e.g. buildings; complexes); digital (e.g. websites/ UI etc.) or notional (e.g. originating and/or developing an overall corporate/ branding strategy and how to progress through the implementation of the same). These are the company’s services. The main device of this identity for WayMaker is based on the left pointing arrowhead, which (after straight ahead), is the main directional priority in wayfinding (as in: go this way). This also helps to form the letter “k” which is intertwined with the “y”. Together these suggest the form “UK” which, along with the colours (Red on white) denote the origin of the founder; while in reverse are the colours of the Hong Kong flag, that speaks to the location of the company.