To develop a brand tool-kit, and apply it across a broad range of materials, providing a consistent look and feel to all Investment Process communications.
To strike the right tonal balance between positive and playful, but without being flippant, serious and considered, but without being stuffy and overly corporate.
The client wanted a strong, bold look that presented a “positive, forward-thinking story” about their investment, which would encourage people to find out more and apply to their programmes.
The concept for the branding is based on organic shapes and patterns to represent the nourishment and growth that investment from the Arts Council provides the arts and culture sector.
The icons and illustrations are made up of petals and simple geometric shapes, which can be constructed like building blocks to create scenes of arts and culture.
The Arts Council communications contain complex information and so an important factor with this work was that the design didn’t add to the complexity, and in fact helped to deliver clarity of message.
The bold, but gentle, colour palette was developed from the Arts Council’s existing brand guidelines.
The communications campaign has been the most successful yet for the Arts Council, resulting in record-breaking engagement online, and a big increase in applications.
The project has received critical acclaim in the design industry too, being Highly Commended in the International Drum Design Awards, and winning four Big Chip Awards for Best Use of Animation, Best Use of Digital Design, Best Public Sector Campaign, and the Grand Prix Award for the best overall work of the year.
Flow brought fresh and interesting ideas to the table, giving us lots of interesting ideas to pick and choose from as we developed the look and feel for our communications. They really listened to what we needed, what our challenges were and what success would look like for us – and I have to say they nailed it for us. We now have a gorgeous aesthetic to apply to all of our investment communications, which we’re proud to use as we launch new funds for our 2018-22 investment round, and share them with the arts and culture sector.
Dan Smith, Head of Digital, Arts Council England