Cutterwell & Co. are a UK-based cable management products manufacturer who serve some of the biggest wholesale electrical distributors in the country. We were tasked with setting Cutterwell up with a new brand identity and website. After discussions with Cutterwell's internal stakeholders, we decided the brand needed to reflect 5 core characteristics: diligent, utilitarian, British, efficient, and eco-friendly. To target these characteristics, we used 3 design devices: colour palette (British, eco-friendly), logomark (utilitarian, efficient), and typography (diligent, utilitarian). The palette pairs British Racing green with a more vibrant green to suggest both industrial heritage and eco-consciousness. The angular, forward-facing logomark combines a 'C' with cable/channel symbolism, whilst geometric typography creates visual continuity and a practical aesthetic. Using this new visual identity, we then designed and built a website with customer portal sign-ups as its primary objective. We chose Wix for this project to ensure the client’s marketing team could easily manage the site post delivery.