Delta Mash is an emerging online infrastructure offering accessible resources to time-poor individuals working in change management. After experiencing firsthand the frustrations of the change sector and limited practical solutions available, founder Jane Waterson was inspired to take action by growing her own network to help those around her and build a foundation for change.

Goodwork worked closely with Jane from the very beginning, kicking off the project with a collaborative workshop to dive deeper into her story and better understand the challenges and limitations of the change industry. We then gathered these insights to develop a strategic framework that encapsulated her purpose for starting the business at its core—to build a solid foundation that will become a catalyst in changing the way change is managed.

This informed the brand identity and language, that focuses on the importance of each unique component (employee) in maintaining a secure infrastructure (organisation). The logo stands tall as a minimal monogram with a solid base; the ‘D’ and ‘M’ letterforms are derived from one another, signifying change occurring from one structure into a new one. The overall result is a positive, energised and reliable system that empowers people to empower others.

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