WALDO is an internal agency that was set up to provide design, acquisition and optimisation services to a number of White Label Dating premium partners, in order to drive brand growth and revenue. Although not an organisation in its own right, it required a graphic identity both to unite the team behind the vision, and to instill confidence in the minds of the partners with whom we would be dealing. Authority is a key aspect of what the WALDO brand stands for - and I was keen to concentrate on this in the branding design. I created a simple wordmarque with some unique elements that suggested performance and growth, and emphasised the authority of the brand with a full stop at the end. The subsequent design language is modern, with angled lines and striking blocks of colour to add interest and to direct the viewer's attention. Combined with simple but carefully considered typography, it helps to position WALDO as an expert in its field.