Map Project Office’s rebrand brings human clarity to the world of industrial design

Twelve years into their journey, Map Project Office found themselves at a turning point. The industrial design studio, known for crafting thoughtful interactions between people and technology, had evolved significantly. Their team had grown, their capabilities had expanded, and their creative collaborations had diversified. But their identity hadn’t quite kept pace. “It started to feel like our old identity just didn’t quite represent who we are today,” reflects Chloe Glews, director of creative strategy. “The rebrand was a chance to show more of the people behind the work, and to better represent the kind of collaborative, forward-thinking clients we love working with.”

Known for their rigorous yet joyful process that often blends strategy, craft, prototyping and physical experimentation, Map wanted a new identity that reflected that spirit. “We design through making,” says creative director Jake Weir. “So after 12 years, it felt like the right moment to step back and look at our brand with the same lens we apply to our work. We wanted it to reflect Map’s output, culture and character – and embody that same clarity – whilst being optimistic and quietly confident.”

The result is a flexible, quietly expressive brand identity that lets the work take centre stage. It’s about feeling right, not just about looking good. “We designed the brand to be adaptable and open,” Jake explains. “There’s a strong underlying structure, but it invites creative expression from the team. We want people to feel a sense of clarity and curiosity when they encounter the brand.”

Clarity, curiosity and collaboration were also at the heart of the rebrand process itself. The studio worked with graphic designer Hugh Miller, who embedded himself in the day-to-day workings of the team, observing how they communicate and create. Map also partnered with writer Linsey Rendell to shape a new tone of voice, and collaborated with Cliff Studio on a new website – a clean, gallery-like space designed to showcase the studio’s wide-ranging output. Throughout the process, every Map team member was involved through a series of workshops and feedback sessions. “It was really important that everyone had a voice in shaping it,” says Chloe. “I think that sense of ownership comes through – it feels collectively ours.”

At the core of the new identity are five values: human, intuitive, honest, meaningful and joyful. For a studio navigating the complexities of designing future-facing technologies, these principles offer a kind of compass. “We stretch the boundaries of human–technology relationships,” says Jake. “But we do it in a way that’s grounded in people’s lives. We bring openness, curiosity and warmth to every brief and we wanted the brand to reflect that.”

The updated look feels not only more expressive, but more welcoming. “You don’t have to work too hard to engage with it,” Chloe adds. “It’s honest, considered, and leaves space for curiosity. It gives you exactly what you need, and nothing more.”

So what’s next for Map? For Jake, the rebrand is “about showing up with more clarity and energy,” rather than repositioning for a specific kind of client. For Chloe, it’s an open door. “I hope ambitious clients come to us for our breadth – our curiosity and passion, whatever the scale or shape of the project.” As fellow creative director Angus Dick puts it: “It’s bolder than our previous brand, but still human and open – very much like the multidisciplinary team we have today.”

From evolving technologies to speculative ideas, Map continues to work across objects, systems, and experiences – always striving to make the complex feel clear, and the future feel human.