18Way

Services
Naming
Brand Identity
Copywriting
Website
Launch Strategy

Jane Fender partnered with automotive-culture start-up 18Way to create a brand that speaks the insider language of Porsche enthusiasts. We began by defining a name that captures the marque’s unique shorthand, a quiet nod to the “18-way adjustable seat” option that only the truly obsessed recognise. From there, we developed a visual identity system that pairs understated typography with restrained colour and tone, designed to echo the precision, minimalism, and engineering purity that underpin the Porsche ethos.

Our work extended through brand story, copywriting, product design, e-commerce site build, and launch strategy. The tone of voice was crafted to celebrate the nuance of enthusiast culture, intelligent, confident, and knowingly understated. The result is a boutique apparel brand that feels like an inside conversation between those who “get it,” anchored by meticulous attention to detail across every touchpoint, from swing tags to social content.