“I’m really pleased with the final outcome – it gives us a strong, confident foundation to build on. I’d definitely recommend them to anyone looking for thoughtful, well-executed brand design.”
The Optima Collective is a Community Interest Company, based in Wakefield, West Yorkshire. They create and deliver courses and workshops to help offenders and those with addiction issues get back into education and break the cycle of re-offending.
Focusing on helping young people and adults optimise their ideal learning styles, they help create a safe, empathetic environment that customises and tailors different workshops to suit different personalities and learning-styles. Their objective is to work with offenders to break the cycle of crime, addiction, exclusion and educational shortfalls. They believe that everyone has their own journey to go on, and that the path to gaining a better education and breaking the cycle of crime and addiction has no limits or rules.
Community Interest Company, Non-Profit
Wakefield, West Yorkshire
The Optima Collective approached us with a clear and meaningful vision: to develop a brand identity that would resonate with a diverse range of institutions, including schools, prisons, rehabilitation clinics, community groups, and pupil referral units. They were looking for more than just a logo. They needed a bold, professional brand that could visually communicate the complexity and individuality of personal growth journeys, acknowledging that progress is often non-linear. A strong, versatile icon was essential. They wanted something that could stand confidently on its own across digital platforms, printed materials, and social media.
We set out to create a brand that could speak clearly and confidently to a wide audience of institutions, schools, prisons, rehabilitation centres, pupil referral units, and community organisations, while reflecting the deeply personal and often complex nature of individual journeys.
At the heart of the brand is a powerful logo concept built around the metaphor of a childhood puzzle maze. The maze represents the journey each person undertakes, one that can be full of unexpected twists and challenges. It’s a visual narrative of resilience, discovery, and growth. The individual enters the maze at a single starting point, navigating through obstacles before ultimately finding their way. This echoes The Optima Collective’s mission: to guide individuals along their unique paths and help them move forward toward a more empowered and hopeful future.
We designed a bold, versatile icon that can stand alone or sit confidently within the wider brand system across digital, print, and social platforms. We paired this with a distinctive colour palette, carefully considered typography, and a full set of brand guidelines to ensure consistency and longevity.
“Starting a new organisation, I wanted to make sure the branding was right from the beginning. From the first conversation, Grinning Graphics really listened and took the time to understand what we were about.
They asked the right questions, and were able to turn my ideas into something that felt clear, professional and true to our values. The whole process was smooth, collaborative and easy to navigate. They were responsive, open to feedback and delivered exactly what we needed.
I’m really pleased with the final outcome – it gives us a strong, confident foundation to build on. I’d definitely recommend them to anyone looking for thoughtful, well-executed brand design.”
Founder - The Optima Collective
