Projects — HBW

Index

14 projects · 2021–2026

Made by Madelen Made in MotionVisual Identity, Digital DesignFashion2026

ROBS The LinkVisual Identity, Print, Digital DesignSport & Fitness2025

The Yard GYM Work in ProgressPrint, Digital DesignSport & Fitness2025

Dear Ruby Sentimental CelebrationBrand Strategy, Visual IdentityJewellery2024

Emma Wiseman Finding BalanceBrand Strategy, Visual IdentityHealth & Wellbeing2024

Honeydripper Contemporary NostalgiaBrand Strategy, Visual IdentityHospitality2023

TEST The FoundationVisual Identity, WebsiteSport & Fitness2022

Emple Empowering PeopleBrand Strategy, Naming, Visual IdentityProfessional Services2021

Older work joins this list as it is catalogued.

Independent Practice

How by Why is an independent brand and design practice led by Mark Blackler.

I work directly with founders and teams, bringing strategy and creative direction into the same conversation.

A brief might begin with a name, an identity, packaging, a website or simply the feeling that something isn’t quite right. We use that as a starting point, then work out what the brand actually needs.

How We Work

Our work begins with understanding.

We don’t run a set process. Strategy, naming, identity, writing, design: we use what the job needs.

(01) Clarify

Understand what exists, what’s changing and what actually needs to be solved.

(02) Shape

Find the position, idea or organising principle that gives the brand direction.

(03) Express

Design the identity, and everything it needs to work day to day.

(04) Support

Stick around after launch, so the brand can grow without losing what made it work.