Case studies

A comprehensive grid system

With a legacy spanning 150 years, the University of Leeds’ School of Design has long been at the forefront of creative education, not just in the UK, but worldwide. Encompassing art, design, technology and science, the school is renowned for its history and innovative, interdisciplinary, cutting-edge approach to design education and research.

To attract a diverse range of students, faculty and industry partnerships, its new identity – developed by UK-based brand design and marketing studio Fable&Co – positions Leeds School of Design as a forward-thinking beacon of creativity in the ever-evolving landscape of design education. In their approach, Fable&Co sought a delicate balance between structure and creativity, expressing the institution’s enthusiasm for pushing boundaries while maintaining a strong foundation in traditional principles.

Translating thoughts into forms

Mind readers may be a thing of superstition and fantasy, but Ben Miethke’s ‘THOUGHTS OF PEOPLE YOU MAY KNOW’ deftly puts the viewer in the mind of others. This immersive audiovisual series transforms internal monologues – of fleeting thoughts and mundane musings – into tangible experiences, and US-based designer Johannes Geier’s identity system perfectly captures its essence. The identity’s core strength lies in its use of rhythmic fragments of text and concrete poetry to visually represent thoughts. As Geier explains, “The films invite the audience into quite intimate moments – through the protagonists’ verbal narratives.” This is also reflected in the colour palette, which features a duel between blue and red, symbolising the interplay between intimacy and the mundane.

Splash of imagination

Each year, many fandoms rejoice at the arrival of Geeked Week – an event hosted by Netflix that gives fans old and new exclusive insights, sneak previews, and news about their favourite fictional worlds. Filled with the exciting, unpredictable energy of the fan-driven stories it showcases, Study Hall’s campaign identity for the 2024 event puts a fresh spin on Geeked Week’s established playful ink splatter concept – a motif that pays homage to the comic book roots of geek culture, where cartoonists and manga artists would meticulously ink comic pages by hand.

The rich complexity of humanity

What makes truly engaging, fascinating research? According to Sonder, it’s all about the people. Dedicated to the art of great research, the collective of researchers, strategists and analysts (formerly known as Consumer Insight), transform complex data into meaningful insights.

Its new identity – created in collaboration with design and technology studio OHMY – puts its human-centred approach and progressive vision at the forefront of all its brand elements. This is neatly encapsulated in the new name itself, Sonder, a word that describes the realisation that every person has a life as rich and complex as your own. To match its refined vision, OHMY delivered a fresh identity, tone of voice, name, website and assets interwoven with the company’s values and story.

Interviews

DoThings

Any major milestone deserves a pause and celebration. For many studios, however, these milestones can creep up unnoticed. This was certainly the case for DoThings – a New York-based design agency and experts in “creating and harnessing desire.” As Creative Director Estelle Monteillet puts it, “Time flies when you’re caught up in the day-to-day of the studio.” Here, Monteillet and Pierre Jeand’heur (Founder & Executive Director) reflect on the agency’s 10-year journey, working with the best in beauty, fashion and lifestyle. From pivotal projects that shaped the studio’s growth to hints about upcoming beauty product launches, Jeand’heur and Monteillet explore the past, present and future of DoThings.

13 identities that embrace red

Mockups

“Our clients don’t come to us for fleeting trends – they come for design that has lasting appeal.”

Pierre Jeand’heur, DoThings
24th October 2024

Books

The Tiny Book: Volume One

The forty thoughts in this tiny book are excerpts from the seventy-six interviews published by The Brand Identity between January and October 2023.

It features thoughts from Saint Urbain, Whitman Emorson, FAY, Charlie Nash, Whitney Badge, Office Of Overview, Ribant & Co, Hype Type, 21–87, Praline, RAWTY, InCol, SDCO Partners, Rice, Orchidea Agency, Alright Studio, Pauline Le Pape, Mark Blackler, ACRE, DIA, Smith & Diction, Haritos Constantinos, IYA Studio, Forth + Back, Butter Studio and Gregory Page.

The same size as a cassette tape, and shipping inside of an optional cassette case, this tiny book is a celebration of these great designers and studios. It is an instant insight into their thought process, practice and projects. Special thanks for all of them for their cooperation and contribution.

May their wisdom guide you.

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