Matt Jones. Credit: Weave
Independent agency Weave has created a new brand platform for keynote speaker, author and growth strategist Matt Jones, positioning story as core to business strategy rather than a communications skill.
Weave and Jones have worked together for more than a decade.
This is the first time the agency has built Jones’ personal brand, covering strategy, identity, website, presentation templates, social channels and a brand film.
Jones’ career spans military intelligence, global politics, brand experience and the spirits industry, including as co-founder of Four Pillars Gin. He now works as a keynote speaker, author, columnist and podcaster, advising businesses on using story to drive growth.
Rather than starting with visual identity, Weave defined a brand platform built around three ideas: story as a lens for clarity, an engine for growth, and an instinctive human behaviour.
Daniel Cookson, Weave’s executive creative director, said the project showed a personal brand could be built on strategic conviction rather than visual trends.
“For us, this wasn’t about designing a personal brand that looked different, it was about creating one that thought differently,” Cookson said.
“The visual identity reflects the tension between seemingly opposing ideas like strategy and creativity and logic and emotion because that’s where Matt does his best work.”
The identity includes a custom wordmark, a signature colour palette and an editorial grid system. It extends across the website, presentation templates, social channels, brand film and StoryWork, Jones’ podcast brand.
Jones said the process challenged him to articulate not just what he does, but what he believes.
“I’ve spent years helping brands uncover the stories that define who they are and why they matter. Turning that lens on myself was unexpectedly challenging,” Jones said.
“Weave didn’t just create an identity; they helped distill years of experience into a strategic point of view that genuinely reflects how I think and work.
“The result is a brand that gives me clarity, confidence, and a platform that can grow alongside the next chapter of my business.”
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