Curiosity meets uncertain growth
It started with curiosity. Every day, my wife Fern and I walked past a small industrial unit whilst walking the dog, and every day, something caught our eye: jaw-dropping vehicles - VWs, Land Rovers, British classics, American muscle cars, hot rods, street racers - all lined up like an unspoken invitation. I would say to Fern, “I wonder what they do in there?” One morning, Fern finally leaned in and asked. That moment sparked introductions, a chat, and the first hint of tension.
Christian and Ben, founders of Vinna, were proud of the first two years of their precision electrical engineering business for camper van conversions. But growth was tipping into uncertainty. They were moving into a purpose-built unit, yet the question of who they were, and how to communicate it, was unresolved. Our conversation hovered around this: “We need to rethink our identity and communications,” Christian said. There was ambition, yes, but also the weight of being unsure where to start. We said our goodbyes and left.
Walking home, Fern nudged me, “You should work with them.” I doubted it - surely every penny was going into the new workshop - but the idea stayed with me. Over the following weeks, David and I let their story percolate in our conversations. We explored their world: their history, their craft, the market they were stepping into. Ideas surfaced organically, sparked by curiosity rather than a checklist. The more we looked, the clearer it became what mattered: Vinna’s identity wasn’t about a logo or a colour palette - it was about the people, the passion, and the precision behind each vehicle.
We eventually arranged a single virtual meeting to present our thinking. It wasn’t a method or a set of deliverables; it was a conversation, a reflection, a mirror held up to their ambition. Christian and Ben recognised it immediately. Something shifted. Clarity replaced uncertainty. Momentum emerged. What had started as curiosity from a dog walk had become a shared understanding of what made Vinna unique.
Three years later, our work has evolved alongside theirs. Our studio is now just a few yards from Vinna’s new home. We co-created vehicle graphics for their completed conversions, but more importantly, we are a sounding board - advising on ideas, materials, team growth, and the occasional brand therapy session. The early tension - “How do we even begin?” - has reframed into ongoing dialogue and discovery. Watching Christian and Ben grow their business has been exhilarating, not just as designers, but as witnesses to a brand coming fully into itself, one conversation at a time.
Project deliverables
Brand & Design Strategy, Identity design, Website design & build, customer van liveries