Messy Collective has been around for over a decade, and during that time we have branded and rebranded countless businesses. So when it came to rejuvenating our own brand identity, it was time to practice what we preach, with some soul-searching through brand positioning workshops and brainstorming.
Everything was open to change, including our name – which has always been a little bit tongue-in-cheek – the studio was founded on the principles of creative freedom and versatility, yet our work often manifests itself through clean and crisp corporate design.
Through the workshop process we discovered that at our core, we believe in ‘creativity for better’. What does that mean? A world where creativity is harnessed to better everything we do for ourselves, for our clients and for their audiences. When coupled with our big idea of ‘engaging ideas with purpose’ we were able to put a label on what drives us day-to-day. Each and every day we make sure that all of our ideas are meaningful, asking the tough questions to ensure they are delivered with a clear sense of purpose in order to engage the end-user.
We also decided on the core brand values we believe in – Collaboration, Quality, Ingenuity and Adaptability. If you’d like to know more about our brand values and what they mean contact us, we’d love to hear from you.
Armed with a new sense of direction for our brand, we jumped into the design process. Our previous identity was a visual expression of our versatility, with custom letterforms intertwined to create the word ‘messy’. We decided that this identity should not be about us, but focus on our clients and the work we love to do for them. Thus our new, flexible identity system was born – a simple black border and the messy word mark, set in the bold and friendly typeface Stolzl.
Our clients’ work sits within our border, which responds and changes shape to suit each canvas. The messy word mark shifts position, creating a versatile yet consistent identity. So while the new identity looks simple on the surface, there is a meaningful idea behind our design execution.
Overall the new identity is simpler, bolder and puts our clients’ work front and centre.