Grey Matters

Positioning Gray Matters – The Business Development Studio That Masters Positioning

A website section titled “How we do it…” features four illustrated icons with descriptions about brand purpose, leadership culture, marketing strategy, and target profile—highlighting Growth by Design—all set on a teal background with brain patterns.

Grey Matters is a pioneering brain health conference that brings together leading neuroscientists, psychologists, and mental health professionals to explore the frontiers of brain science and its applications. When the organisers approached us, they needed a brand identity that would reflect the conference’s innovative spirit while making complex neurological concepts accessible and engaging to a diverse audience.

A website page for Grey Matters showcasing business growth stories and scalable growth strategies for start-ups, featuring bold headline text, a navigation menu, and abstract colourful shapes on a white background with a blue border.
A black laptop displaying a colourful website with brain illustrations sits on a white desk near a window; next to it, a mobile phone rests—showcasing the work of a strategically-led branding studio focused on scalable growth strategies for start-ups.

The primary challenge was creating a brand identity for Grey Matters that would bridge the gap between scientific rigor and public accessibility. The conference needed to appeal to both academic professionals and the general public interested in brain health. Additionally, the visual system had to be versatile enough to work across multiple platforms—from digital media to physical conference materials—while conveying the sophisticated yet approachable nature of the event.

A stack of business cards on a light surface. The top card, by a strategically‑led branding studio, features a blue background, brain-shaped logo, and the text "GREY MATTERS" and "Honest New Business" in white and light green.

We began by immersing ourselves in neuroscience imagery and concepts, exploring the visual language of brain mapping, neural networks, and cognitive functions. This research phase informed our development of a distinctive visual identity centered around an abstract brain motif composed of interconnected geometric shapes and flowing lines. The colour palette was carefully considered: we selected a core combination of cool greys complemented by vibrant accent colours that represent different areas of brain function and research. This balance of understated professionalism and dynamic energy perfectly captured the conference’s essence. Typography was selected for clarity and contemporary feel, with a clean sans-serif for headers and body text that maintained legibility across all applications. We developed a comprehensive system of icons and graphic elements representing various brain functions and neurological concepts, creating a cohesive visual language that could be applied across all touchpoints. For the conference materials, we designed a modular system that allowed for easy adaptation across different formats—from the website and social media to programs, badges, and environmental graphics for the physical space. Each application maintained the core brand elements while adapting to its specific context.

30% increase in client onboarding

A laptop displaying a colourful website with illustrations and text sits on a white desk next to a mobile phone. The scene reflects a strategically‑led branding studio focused on Growth by Design, with natural light and a potted plant nearby.
A website homepage for Grey Matters, a strategically-led branding studio, with the headline "Sustainable Business Development" and subtext, "We empower and mentor agencies to attract and win new business." A button says "Define your requirements.
A website section titled "Our approach to new business" highlights scalable growth strategies for start-ups and the benefits of long-term brand strategy. Minimalist design, blue text, and icons complement "GRAY MATTERS" and a "MENU" button at the top.
A large billboard reads “SUSTAINABLE BUSINESS DEVELOPMENT” with “GREY MATTERS” and a tagline: “Empowering and mentoring agencies to attract and win new business through scalable growth strategies for start‑ups.” Abstract shapes decorate the right side.
A black taxi drives past a large roadside hoarding that reads, "Bespoke Strategic Foundations Matter," with colourful graphics and smaller text about scalable growth strategies for start-ups and sustainable business development.
A hoarding displays “HONEST NEW BUSINESS” with charts and documents. Below, it reads, “Empowering and mentoring agencies to attract and win new business with scalable growth strategies for start‑ups.” The Grey Matters logo is shown.
A black laptop on a white desk displays a colourful website with cartoon brain graphics, crafted by a strategically‑led branding studio. A mobile phone lies nearby, and the desk is bathed in natural light from large windows.
A smartphone displaying an Instagram profile rests on a white surface next to a partially open laptop, creating a clean and modern workspace scene—ideal for exploring scalable growth strategies for start-ups.
A blue tote bag with a green brain-shaped logo and "GRAY MATTERS" in white. The creative design features abstract blue lines, reflecting Growth by Design and scalable growth strategies for start-ups, photographed on a light surface with soft shadows.