Graymatter

Thoughtful branding for long-term brand development

Graymatter is the creative brainchild of Mark C. Gray, a seasoned copywriter and branding specialist with over twenty years of experience in the advertising world. Mark believes in real, honest communication and champions a new way of working: open, human-centered, and intentional. His mission? To help brands grow through compelling storytelling, strategic copy, and branding that resonates. Graymatter isn’t an agency, it’s a mindset.

 

Why Graymatter chose to rebrand

After many years operating under the name Englishworks, Mark felt it was time for the next chapter. His role had evolved, from purely writing and translating to guiding full branding and employer branding journeys. This transformation called for a visual identity that reflected his renewed vision: strategic, meaningful, and authentic. It was time to visually express the true essence of Graymatter.

Diving deep to uncover the essence

Building a brand starts with understanding its core. In a Deep Dive session, we worked closely with Mark to revisit the foundations. Who is Graymatter? What drives him? And what does he aim to offer his clients? The answers formed the basis of the brand values: growth, authenticity, and balance. From this foundation, we built a brand that evokes trust and resonates with the target audience.

An identity that grows from the heart

Graymatter’s new visual identity centers around one key theme: growth. From the spark of an idea to the expansion of a powerful brand narrative. This is illustrated through playful, organic linework reminiscent of tree branches , a symbol of development, connection, and the brain (gray matter). The visual language is warm, natural, and accessible, with earthy tones, serene photography, and refined details that emphasize Mark’s craftsmanship and depth.