[Naming / Concept development / Design / Art direction]
A brand name and identity system for a marketing and communications agency – inspired by the cult film ‘This is Spinal Tap’ – “These go to eleven”.
This playful tone softens the professional side of the business whilst communicating their brand promise – better than ten.
Baskerville provides the base for the identity with a slight re-cut of the font to smooth some of the curves and add in a hidden ‘11’.
A simple adjustment to the ascender on the ‘l’ and the cutting of the ‘n’ transforms them into ‘1’s’.
The 11 device within the identity gives the freedom to be playful with how the identity is used across both print and digital platforms.
A brand book, copywriting standards and process document were developed and created.