Building a brand to future-proof the business

Building a bold, new identity to align the brand with the business was the inspiration behind a new look for WRS.

With the company expanding into new sectors, introducing software products and winning major contracts across the UK and beyond, WRS needed to rethink how it presented itself.

We were tasked with delivering the project, and worked with WRS to discover an identity that reflected today’s status as a leader in the POS industry.

At the heart of the rebrand was a central idea: 'One system, every possibility'. More than a strapline, it defined the direction, tone and intent of the entire identity.

David Jackson, WRS CEO, said:

Working at pace was key to the project.

WRS has moved from a successful Isle of Wight-based family business to an international provider of scalable, integrated POS systems with installations in nine countries, across over 5,000 sites.

With multiple visual styles causing confusion across print, digital and sales materials, we worked with WRS to bring everything back under one coherent system.

The rebrand was carefully extended across every touchpoint, from signage and vehicles to digital platforms and merchandise.

"The strategy was brought to life through a new creative direction rooted in clarity, confidence, and movement," said Scott Bennett, NOSY Creative Director.

"WRS delivers integrated systems that adapt to any size or sector, so we built an identity that mirrored that flexibility and forward momentum.

"The new WRS brand has been designed as a flexible, modern identity system, one that reflects the speed, precision and innovation at the heart of the business, and one that can confidently scale across every channel WRS operates in."

Exploration, motion, adaptability and scalability were all key themes identified during the discovery process.

To reflect that in WRS's new visual identity, NOSY explored Lissajous curves, created by two signals moving in harmony.

That inspiration shaped the WRS brand loop: a symbol of integration, flexibility and rhythm, and from there, brand shapes, a vibrant and focused colour system, and a typeface that delivered clarity at every size, was developed.

"A rebrand isn’t just about changing how a company looks, it’s about aligning how it feels and functions across every touchpoint," said Scott.

"WRS is fast, adaptable and trusted by national brands, so everything from the identity to the messaging was designed to reduce friction and create confidence, for both the team using it and the clients experiencing it.

The logo is just the full stop - the clarity that comes once the story makes sense."

The new brand was revealed at this year’s Isle of Wight Chamber of Commerce Business Awards, this year sponsored by WRS for the first time.

"We were incredibly proud to showcase our new brand at the awards," said David Jackson.

"It was a moment in time to celebrate where we have come from to where we are now.

"We are thrilled with the new brand, it tells a story of WRS today that will take us forward into the future."