The Edit: five new projects including WIZZ&CO by Alexandra Lunn Studio

Each and every day, we're lucky to discover dozens of interesting and inspiring projects from around the world. From global identities and campaigns to side projects and independently published books, The Edit is home to five of them; every two weeks. Founded by Wizz Selvey, WIZZ&CO offers specialist advice services to brands and retailers to help them create, develop and grow sales, engagement and loyalty. Initially operating under her name, Selvey sought an elegant and playful identity for her relaunch as WIZZ&CO; turning to London-based Alexandra Lunn Studio to make it happen. The resulting graphic system revolves a delicately crafted custom logotype, which through its smooth and graceful forms, aims to embody Selvey’s work and elegance authentically. It’s accompanied by a reduced monogram ‘W&’ version, offering a suitable alternative for favicons, page furniture and beyond. “Designing custom type means the ability to focus on typographic details relevant to your brand’s story with total creative freedom, and using expertise to craft a truly made-to-measure branding system,” Alexandra Lunn explains of her work. Said custom type is accompanied by a series of pulsating gradients in application, creating an attention-grabbing backdrop to the already eye-catching typographic showcase. Established by professional footballer Michael Doughty, sustainable entrepreneur Jacob Green and former Asics head of production John Prescott, Hylo Athletics is a sustainable sports brand with big ambitions to give one of the world’s largest industries a “much-needed shake-up.” With the climate crisis reaching a point of no return, the trio recognised the need for a brand that inspires fundamental climate action, beginning with a running shoe labelled as the most sustainable of its kind in the world. Made with just seven natural materials, everything that goes into Hylo Athletics’ shoes is delivered to their factory by road, with all but two materials coming from within a 100km radius. Operating as equity investors for Hylo Athletics as well as their design agency, London-based Otherway developed a straightforward visual identity for the brand that successfully communicates athletic performance and sustainable innovation. Intentionally minimalistic, the design language is inspired by waste reduction, taking cues from nature and the science of natural materials. As well as multiple weights of Family Type’s quirky sans Athletics, the identity revolves around a signature bolt symbol that elegantly represents the lightning-fast speed that comes from wearing one of the world’s lightest commercial running shoes.