Third What

Third What is a brand personality studio with bases in Warsaw and Vilnius and clients around the world. It builds brand identities around the idea that personality, the mix of voice and appearance, is what makes people choose one brand over another. Its work spans strategy, naming, verbal identity, visual identity, UX and UI, and packaging.

The studio organizes every project around three areas. Personality covers analysis of the market, industry, corporate culture, company and product, and leads to a big idea, positioning, brand story and brand character. Voice covers naming, slogans and key messaging, tone of voice, narrator definition and brand content such as statements, storytelling and anthems. Appearance covers visual identity strategy, logo design, color, typography, grids, patterns, imagery and guidelines. The studio contrasts this approach with numbers-driven or SWOT-heavy strategy, and describes five elements of a brand personality: relatability, credibility, charisma, recognisability and persuasiveness.

• Strategy and naming: brand, corporate, email and domain names, plus positioning work
• Verbal design: slogans, taglines, tone of voice, verbal identity manuals and brand copy
• Visual design: logomark and logotype design, visual architecture and brand guidelines
• Brand collateral: stationery, signage, wayfinding, iconography and editorial design
• UX and UI: web design and digital interfaces for branded products
• Packaging and photography: packaging design for consumer goods and brand photography

Named projects on its site include Murmurat and MUAS in aerospace, Slowhop, the real estate brand naj m, the expert services brands Knoun and Loons & Matches, and beverage brands Leaf Liturgy and a vodka brand with a deliberately unpronounceable name. Testimonials come from representatives of Heimdall, Fourthwall, KMK Group and Turkus+Lainer, and the work page is filterable by service type, including a medical category.

According to its studio page, the team includes a CEO, a character and voice lead, senior brand designers, a brand system specialist, a senior project manager and a motion designer. The studio also maintains a Clutch profile and shares work on Behance and Dribbble.