The style is inspired by their customer journey maps, featuring handwritten post-it notes and diagrams of paths the user could take. Here are the early iterations:
As the logo progressed the ampersand became integrated into the user path diagram:
This was then simplified into the single fluid path of the final logo. The clients were very keen on a handwritten style for the logotype, and this fitted the user journey diagram idea well. A larger budget would’ve allowed for a custom script to be designed, but I chose to render it in Galaxie Cassiopeia which is a superbly individual script font. The ampersand wordmark is then used for smaller contexts, such as the favicon.