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New Brand Identity and website for Two Twelve.  

Two Twelve is a Manhattan-based wayfinding design agency which maintains an impressive and diverse client list. The agency is intent on helping a wide array of organizations navigate a variety of spaces, from the many they build and develop, to their very own work enviroments. Having known and respected Ann Harakawa, the Managing Director and CEO of Two Twelve for many years, I was honored to help her and the team create a new brand identity for such a storied design firm.  

In my experience speaking with both designers and non-designers, I’ve found many are unfamiliar with the term wayfinding. Yet it’s profoundly important to how we navigate life and the spaces we inhibit. From restaurants and apartment buildings to transit systems and—my favorite example—airports. When effective, they can be a subliminal experience, yet sometimes too attractive not to take extra notice.

Two Twelve was in search of a rebrand that worthy of the sophistication and gravitas of their extensive client base, while also maintaining their perspective and values as a reputable NYC-based design agency. Ultimately, we landed on a mark that conveys the innate directional aspects of wayfinding. 

There are multiple orientations or “directions” of the mark that can be utilized in a variety of applications depending on desire or available space, resulting in a flexible and fun system to an otherwise simple logomark. 

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About Two Twelve:
At Two Twelve, we believe in the motto: “Good Design for the Public Good.” Since 1980, our wayfinding has provided information that is accessible to people of all demographics — considering age, ethnicity, cognitive or physical capabilities — to make navigating complex places easier.

Through consensus-building and collaboration, we design public information signage systems that are logical and intuitive. Our systems are easy to access and culturally attuned to their contexts. Each one conveys consistent and accurate information, improving movement in spaces and situations, today and into the future.

It’s what we call Design for a Better Experience℠.

As a minority- and woman-owned agency based in New York City and Honolulu, we’re committed to continuing to make diversity, equity, and inclusion part of everything we do—from how we approach information design to how we build our team.