HomeWork—Wave Generation

Wave Generation


Wave Generation are sustainable activewear brand and community, here to make waves. Generating physical, social and environmental movement, for creative humans and a better world.

We were asked to help create their Brand Identity for launch.

The brief was full of personality, colour, vibe as well as clear tone, mood and visual references.


A Brand Identity that:
  • Is progressive.
  • Can be flexed depending on seasonal trend colours.
  • Appeals to progressive, multicultural towns and cities.

All Wave Generation & AT stakeholders:
  • Love the creative work.
  • Feel positive about sourcing investment for the brand.



We wanted to make sure the creative work reflected the individuals involved and the flavour of the startup.

Budget was lean and so we started by sharing sketches and gradually developed and layered creative through to sign off.

We referenced sound waves when creating the brand identity. The interlocking W and G letters in the mark represent the inclusivity of the brand and the synchronicity of one's physical and mental wellbeing.


Against Time’s first ever brand identity project (after our own identity!) as a newly formed company within the Rosie Lee Group.

Wave Generation were really pleased with the identity and we continued to support them around website and merchandise.

Other Projects

Monday Aug 8 2022
Monday Aug 8 2022