Rebranding the creative industries

#research #strategy #brand #designsystem

How do you rebrand the trade bodies for the creative industries in the UK? As creatives we thought this would be easy. It wasn't.

Creative UK exist to champion, connect, support and invest in creative people and businesses. A group of diverse and inclusive professionals who believe in the power of the creative industries to change lives, placing creativity at the heart of the UK's culture, economy and education system.

Their goal is simple: to cultivate a world where creativity is championed, valued and fundamentally nurtured.

Challenge

Appointed by the Creative Industries Federation (the Fed) and Creative England, our brief was to build a brand strategy for the new and combined Creative UK group. The brand needed to reflect their values, ooze their aims and resonate with the enormously diverse creative sector.

Process

"Creativity isn't defined by the solution. The beauty lies in the process."

Jacob Beckett, Executive Creative Director

"Dancing between line, shape and 3D we looked to present the developmental journey of these ideas and processes without being dictatorial. The brand assets act as both a metaphor and a demonstration of what the creative industries can accomplish when we collaborate and build on each other's ideas.:"

Jacob Beckett, Executive Creative Director

The custom grotesque type was developed to reflect the brand's values and personality, with a modern, and versatile approach that retains a handmade feel like the user can still contribute to it through its use.

Solution

The result is a dynamic, living brand that seeps through each touchpoint and resonates with the creative community. Its personality acts as a mouthpiece to represent the potential of what we, as creatives, can achieve together.

A comprehensive brand bible ensures consistency and coherence in the brand's application, helping to build a strong and recognisable brand identity.