To address these shortcomings, the company decided to develop its own proprietary location technology. This scenario paved the way for new business opportunities beyond Wave, leading to the establishment of WLT as the parent company.

WLT's business model is a two-pronged approach: developing its own products (like Wave itself, Wola, and Sister) and integrating its technology into third-party solutions.

WLT's wordmark embodies the company's versatility and the diversity of its products. Each letterform in the acronym carries its own identity while maintaining overall coherence.

The negative space between the W and T glyphs forms an L. This is why the L glyph features the lightest stroke, because at smaller sizes the space itself draws the L glyph.

WLT's symbol embodies the most widely used, recognized, and employed method for representing the location of an entity: Cartesian coordinates. A vertical (y) axis and a horizontal (x) axis intersect to pinpoint the exact location of interest.

The art direction is elegant and conceptual, featuring stylized representations of location and positioning elements like compasses and radars. These elements reinforce the company's purpose while establishing a recognizable visual resource.

Unconventional yet memorable, WLT's branding palette is divided into two interchangeable color groups: rust tones representing the industrial side of their business applications, and blue tones symbolizing the social aspect.

WLT's communication cleverly addresses real-world usage scenarios of its technology from two perspectives: the individual seeking to locate something (a parent, a consumer) and the object being located (children, a package).

This empathetic approach ensures that the messaging resonates with both sides of the location equation, fostering a sense of connection and trust with the brand.

Overall, WLT's branding and art direction are a testament to the company's commitment to innovation, human connection, and social responsibility.