A campaign identity needs to be recognisable from the very first post, flexible enough for a call out, a report and an event, and simple enough for a small team to keep using. The way to get there is to explore a couple of strong themes, then turn the best into a system.
We built the identity for Youth Theatre Together, a new national organisation for youth theatre in England. Here is how it came together.
start with the jobs the brand has to do
The first campaign had three jobs: map the sector, publish the data and bring people together. Naming them up front meant the identity had to work for a call out, a report and a conference, not just a logo.
explore two themes
We explored two ideas: network and zones. Network became circuit lines and nodes that link every layout. Zones became soft blobs of colour that hold a headline, a photo or a person. The looping o in “together” joins the two.
choose colour and type that work together
Six bright colours over a few typefaces gave each part of the campaign its own colour while still looking like one organisation. A wordmark shown in every colourway proved it held up on any background. The same palette runs through the whole census report, shown below.
keep it from feeling corporate
Most youth theatres are small and run by volunteers, so nothing could feel corporate. Warm shapes and plain language kept it friendly and approachable.
build it as a system
Because the identity was a system and not a one-off, the same pieces made a call out, a data report, fifteen social cards and a two day conference. The team can keep making work in the same visual language.
“Ace is a thoughtful, talented and diligent collaborator. He created a coherent and vibrant identity for our campaign and report. We loved working with him.”
campaign identity in plymouth
We are a creative studio in Plymouth building identities and campaigns for arts and community organisations across the UK. If you are starting one, send us your project details and we’ll get back to you within a few days.