RL | Creative UK

Re-branding the UK's biggest independent network for creative industries.

Identity ✦ Campaign ✦ Direction ✦ Motion ✦ 3D

Client: Creative UK

Agency: MultiVitamin

Role: Creative Lead

▉ Brief

Build a new identity which represents the Creative Industries Federation and Creative England's merging, to represent the strength of the UK's art and design industries.

▉ Creative Process

Working closely with their head of brand we held strategic workshops to understand what inspires the team within the organisation and sets them apart externally. From this, the re-brand was distilled to three main tenets:

Unity > Opportunity > Progression.
These set brilliant foundations for endless campaign ideas, as well as informing all design, motion and tone of voice decisions.

Applying the tenets, I supported the Creative Director in developing the brand across each aspect of the roll out as well as securing new creative opportunities for the project. This included setting experience principles for interactive media, developing a custom typeface, definining motion principles for content, and directing a bespoke launch film which blended custom sound design with CGI interpretations of the main tenets.

▉ Result

Warmly received by the CEO for capturing CUK's essence, we delivered the project with a library of brand visuals, graphic systems, a full web overhaul, sonic identity, evergreen brand film, and bespoke typeface.

Amplification became a powerful shorthand for their three values, inspiring the suite of lockups and all default motion principles; so you feel actvitely involved in change.

Establishing the sites IA, we developed UX and UI togther as prototypes. User testing then refined the best blend of clarity balanced with engagement.

With Unity and Amplification as key tenets, the new identity was promoted by offering CUK's bespoke font for free to everyone in the creative industry.

Directed to launch the identity and be ever-green, the immersive sound design and abstract 3D scenes represent CUK's core values of Unity, Opportunity and Progression.