Art Director

Rich's Blog

Do you C the Q?

Consortiq a drone supplier has had a new visual identity designed by Salad Creative. All in all it's very smart and well-executed. The identity has a good selection of photography, all from above (of course) and some nice clean typography and colour choices. It feels quite corporate, but that seems about right for the sort of business they do. The detail I particularly like is the use of the framing device which is a C and a half a Q that forms a Q when brought together. The framing device is not overly original but works here when drones are essentially equipment that 'focus' and take photographs and video. A very enjoyable solution!

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I do love seeing brands designing their own custom typefaces. It can be an expensive time-consuming process, but it gives your brand a unique edge, something they own unequivocally.

YouTube Sans which will be used in product and marketing communications specifically for YouTube themselves. All the edges and curves have been inspired by the now ubiquitous YouTube play button, which is now also included in the typeface as a glyph. 

Overall it's a really nice and personality-packed piece of work by Saffron. Read and see more here

Men In Progress
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I have only just come across this video series from Lynx called "Men In Progress". It's a really compelling watch. Split across (at time of writing) 9 episodes, tackling everything from relationships to body image, the films aim to challenge the perception of what makes a modern man. 

It's clearly reminiscent of 'Like A Girl', but still very well executed and thought provoking. The art direction is really nice and the mix of humour and emotion, especially so in the most recent "Boys Don't Cry" is brilliant. Worth watching.

Shopping at Sainsbury's is living well

A couple of months back, W+K London revealed their first piece of work for Sainsbury's. The TV spot along with supportive in store comms, led with the line "#fooddancing is living well" and showing people cooking, dancing, shaking food about. 

I loved the art direction. The fun playful typography. The black and white people with only a pop of orange was genius. And featuring seemingly home-made footage with a big poppy track made the whole campaign, fun, energetic and life-affirming. The only bit I didn't get was what it was trying to tell me. That line. Should I dance with my food? Start a food fight at dinner time? It was particularly confusing when I saw the in-store comms before I saw anything on TV.

However today I spotted two recent extensions of the campaign. One for Easter on a billboard as I cycled past (so, sorry no picture) and one for Mother's Day. The art direction still intact, but with lines that made much more sense: "staying young is living well" and "making for mum is living well".

It was really good to see how the bigger thought of "living well" and can extend, flex, expand and evolve, alongside some great art direction. 

Some seriously hard working design

I love this case study for Graft's redesign by The Engine Room. The problem was that their bland products were disappearing in the noise of competitors on the shelf. And they solved this through design by practicing the age-old attitude of "less is more". Removing and simplifying product packaging with some bright colours to boot gave the brand a huge boost in sales and proved that design really is effective in solving business problems. 

Read more about the award-winning project on Creative Review or on The Engine Room's own site.

Tiger gets a new brand with a little more ROAR!

Flyer Tiger has had a global rebrand by Saffron Brand Consultants. Now simply called Tiger the identity has been injected a heap load more fun and personality.

They've kept the stark white with simple cut out photography which matches the style of their packaging they've always had. But added a really characterful new typeface (pardon the pun). I love how this works in the various applications; over and around imagery for example. Saffron use the phrase "crafted to look uncrafted", which is bang on. The rough edges of the logo and rawness of how photography, illustration and typography are seemingly 'chucked' on the page all make the identity feel spontaneous and energetic. 

The new logo is perhaps a little chunky in comparison to the typography but is very impactful on shop signage in particular. All in all, a super powerful new brand identity for a super fun brand.

Finding simplicity in colour

Here's some new brand work by Collins for Vitamin Water. It's a great example of just getting the perfect balance between simplicity and clarity. Vitamin Water are well-known for their range of colourful goodness-filled bottles. So Collins made them the hero with a simple graphic representation that's repeated, cropped and exploded (check the link for more animated bits too). It's really very lovely work, if not eerily similar to Lucozade's "Find Your Flow" campaign?!