In late 2019, I was asked to create a brand identity for a group that were starting a creative-focussed resource platform. However the challenge was that the brief they approached me with lacked a narrative behind the identity direction choice, they simply had a moodboard from which they wanted to emulate different existing brands, which is great, but doesn't bode well for longevity.
I saw this as an opportunity to pitch a unique angle from which to position the brand. It's a resource platform that is has a unique offering to creatives in Australia, so why not tap into elements that speak to the source of what it means to be creative? This led me to where our creativity stems from as we grow up, it's the toys we play with, the media we consume, and the interactions we have.
