WINNER
Sky Documentaries
by Sky Creative, for Sky
Sky Creative was briefed to create a new channel brand for Sky Documentaries that reflects the channel’s position as the “home of world-class, real-life stories from award-winning filmmakers” in today’s culture of “fake news”. The brand had to nod to journalism and the art of factual storytelling, and was created alongside its supporting campaign in just four months.
The team wanted to highlight the channel’s diverse offering through a range of platforms. In order to convey the intriguing and unexpected nature of Sky’s documentaries visually, the designers used a distinct unfolding technique which revealed a more in-depth look at a story as it unfurled. Visual cues inspired by photojournalism accompany the folding device to create a strong black, white and red brand.
In static media such as press and OOH materials, Sky Creative promoted the channel’s range of leading new documentaries; while motion touchpoints use images that unfold to reveal deeper meanings and hidden stories that were previously concealed.
The judges said: “Very simple but love the added layer. The story within the story device, delving deeper.”
HIGHLY COMMENDED
Magic Canvas identity
by Magpie Studio, for Magic Canvas
Magpie Studio designed the identity for Magic Canvas, a therapy organisation which seeks to help children understand their traumatic start in life through art. Oftentimes, children who have had difficult beginnings, can find it hard to articulate how they feel, and Magic Canvas tries to unlock those feelings through interactive art sessions.
In line with these principles, Magpie Studio sought to create a brand that was age-appropriate and appealing to younger audiences. The studio crafted an identity comprising Crayola colours and expressive illustrations, paired with friendly typography and a warm tone of voice, all in an attempt to help children open up about their experiences.
In addition to this work, the design team created a complete therapy toolkit for Magic Canvas, which consisted of rubber stamps, workbooks and interactive card games to help spark discussion in sessions. Downloadable resources were made available to continue the conversation outside of sessions.
Love Triangle
by Interabang, for Love Triangle
Design studio Interabang developed the visual identity for lockdown-initiated pizza delivery company Love Triangle. The London-based organisation’s three out-of-work founders embraced the demand for takeaways and community spirit by donating a meal for every pizza sold. Interabang designed a pizza slice-based logo – depicted in a “nostalgic illustration style” – which fit alongside the brand’s rule-of-three inspiration (thought up by brand strategists Dream Quickly). Interabang also created a visual toolkit to help Love Triangle communicate across a range of touchpoints during a time of shifting Government guidelines for the hospitality industry.
Despite being a digital-first brand, Love Triangle does have a high street location with outside tables and an inside waiting area. During lockdown, this site was redesigned using illustrations with an emphasis on bold colours. The design team hoped to evoke an optimistic interior which put the focus on the brand’s community spirit with a tagline of ‘Us, You, Community’.
Silver Lyan
by Magpie Studio, for Lore Group
Magpie Studio created the identity for Silver Lyan – the first stateside bar from mixologist Ryan Chetiyawardana (aka Mr Lyan) based in Washington, DC. Incorporating local culture, the studio wanted to create a look that embraced the area’s food, drink, people and history. Chetiyawardana likes to make menus a focal point, and the design team created a series of images that worked through a ‘scanimation’ technique.
By using a lens of white lines, a sense of movement is evoked which ‘activates’ images in customers’ hands. This also helped to convey the idea of ever-shifting culture, as set out by the brief. In addition to this, Magpie Studio created a range of digital assets and an invitation which animates when turned side to side. Two large-scale wooden art pieces at the bar are made from graphic lines which reveal hidden messages when viewed from a distance.
Identity Design – launch
shortlisted
HIGHLY COMMENDED
VFC Identity
by Born Ugly, for VFC
Born Ugly has branded Vegan Fried Chicken (VFC) - a collaboration between Veganuary co-founder Matthew Glover and chef Adam Lyons – which offers a plant-based alternative to junk food. The food brand hopes to appeal to people concerned about meat consumption; one of its founding values is about reducing the number of chickens eaten each year. The identity had to strike a tone between these sustainable goals with the indulgent side of junk food – “a balance between ethics and enjoyment”, according to Born Ugly.
Embracing the language of rebellion, the identity uses visuals such as graffiti and expressive typefaces to make people “hungry for change”, the studio says. Other aspects of the launch included sassy brand messages and a bespoke typeface (made from actual mess-covered finger marks). Within eight weeks of launch, VFC had sold 25,000 portions of its food while the identity had particular success on social media, attracting a total of 15,000 Instagram followers in its launch period.
Identity design – launch