Major rebranding projects tend to focus on the visible outputs – the logo and type and visual language. But just as important are the research and strategy that inform those elements. Jane Wentworth’s consultancy, JWA, has worked with design consultancies on many of the most high-profile branding projects of the last 15 years. She specialises in the cultural sector with the Royal Academy of Arts, the Whitworth Museum and the Roundhouse among the institutions JWA has helped.