The art of branding a creative business

We absolutely love working with creative businesses. From artists to jewellery brands, photographers to interior designers… there’s a brilliant synergy when two creative businesses work side by side to develop an extraordinary brand identity. Yet, they present unique challenges and require a considered approach which is distinctly different to the way in which we handle the brand design journey for other clients.

The challenge

Creative individuals are constantly brimming with ideas and an abundance of flair… and yet, very often struggle to articulate what it is about their work which makes them of unique value to their clients. Added to which, the objectivity required to consider their work commercially is often missing, making it even harder to secure success and stability. And if all that weren’t enough, the very nature of creativity is the space within which to explore, to play and to evolve. Developing a visual identity with enough scope to support this is crucial to longevity.

The approach

As with all of our clients, the journey begins with a thorough review of the businesses’ strengths, as we work towards defining what it is which is uniquely brilliant about your business. For creative businesses, this approach is more nuanced than it is for most, as we consider your signature aesthetic, the people who most love (and can afford) what you do, and the strands of your work which offer the greatest financial reward. The magic lies in the intersection of all three elements, and pinpointing what it is about your most profitable work that clients really love (and, crucially, which they can’t find anywhere else), is the absolute key to creating a commercially successful brand identity for a creative business. Typically, the ability to look at ones’ own work in this manner is often something that our clients find incredibly challenging, and that’s where the benefit of an objective brand consultant can be of huge benefit.

Building a brand identity

Brand identities for creative businesses need to feel like an extension of the brands’ house style, whilst deliberately positioning the business in the desired space. For example, a brands’ signature aesthetic may be earthy and organic, yet the high end nature of their products means that they attract a premium price tag. In instances like this, we’d look to create a visual identity which echoed the natural influences of the pieces whilst also feeling aspirational, paying close attention to the kind of language used to describe each piece to ensure that the brand identity communicated a sense of the brands’ roots whilst setting the expectation for a luxury experience.

Case studies

Thatch & Roses

Cambridge-based florist Thatch & Roses specialise in seasonal, uncommon flowers, arranged in a way which is abundant, richly textured and gently wild. Their signature style is refined yet earthy, loved most by clients who appreciate quality, artfulness and a luxury (yet never ostentatious) experience. As founder Emily Lambert prepared to open her first floristry studio, she needed a visual identity which would reflect the highly sought-after visual style that her business had become synonymous with, whilst communicating the high end nature of the brand in order to charge what her teams’ work is worth.

We responded to the brief by delivering a brand which embodies a sense of casual elegance; it is at once grand yet inviting, aspirational yet homely. Inspired by the arts and crafts era, a series of botanical illustrations is infused with a timeless palette of heritage colours. Photography is warm, rustic and deliciously intimate for a relaxed and approachable feel that tempers the formality of the structured elements of the visual style.

Diane Hill

Known for her stunning chinoiserie artwork, Diane sells stunning prints to clients across the globe. Her unashamedly feminine style is maximalist to the core, overflowing with energy, abundant in detail and thoroughly joyful. Committed to inspire, delight and infuse her customers’ homes with happiness, Diane’s brand is an embodiment of her own sunny disposition.

With much of her commercial success owing to her prominent social media presence (155,000 followers on instagram and counting!), this project was the classic creative entrepreneur challenge: 'how much of ‘me’ should I put into my brand identity?’. When you become somewhat of a social media personality, you and your brand become symbiotically intertwined. Diane is an energetic, bubbly, generous soul who oozes happiness - as does her artwork! That spirit and zest for life is precisely what her customers love her for, and it’d be a mis-step to portray the business any other way. To that end, the brand identity we created for Diane Hill reflected the aspects of Diane’s work and persona which clients love the most. It’s fun, playful, feminine and elegant, with a warmth and sincerity that’s utterly irresistible.

Still

Photographer, speaker, author and mindfulness coach Paul Sanders is best known for his distinctive black and white images, which are emotive, arresting and contemplative all at once. As his business has evolved, his focus is upon delivering luxury boutique retreats alongside online workshops, designed to introduce his guests to the art of mindful photography. Unusually, this means that the brand we created for his business, Still, was much less about celebrating Paul’s brand style, and more about reflecting the sense of calm, stillness and warmth which clients experience when they book a retreat or online experience.

To embody the creativity and philosophy of the brand, we developed a visual identity which was deliberately opposed from Paul’s signature style. A gentle, harmonious colour palette of warm neutrals creates a quiet peacefulness, while rich imagery feels deeply personal, providing a sense of what Paul’s unhurried tuition and calm demeanor might feel like.

Moxham Basham

Oxfordshire Interior Designers, Moxham Basham, have a firm focus on creating interiors which invite rest and a sense of ease. Taking inspiration from their shared background in textile design, their signature style is soothing and tactile, favouring natural finishes over man made for an understated elegance.

To communicate the sense of calm which is woven throughout their interiors, we developed a brand identity which was minimal and spacious; subtly feminine with a strength and confidence which reflects their deep experience.

Four very different creative businesses; four distinct brand identities. One clear result: the ability to communicate their unique value proposition with ease and integrity, winning customers more easily and charging what their worth with no fuss.

If you’re interested to explore how we could do the same for you, I’d be delighted to hear from you. Click here to start a conversation.