Wakelake was the name given to a new wakeboarding company that opened in Burton-Upon-Trent in April 2012. The company came to our university in search of new and contemporary design ideas for the company branding after not being happy with current proposals from their design providers. Each student was required to pitch a logo idea and supporting designs for a full branding project, which may then be chosen by the company and taken forward to become the new company branding.