13th street Award-winning brand font and type led identity
An award-winning brand font and bold, type led look for crime genre brand 13th Street.
Driven by the idea of anticipation, the brief was to significantly enhance the brand’s social presence with digital first assets; be disruptive and challenge viewers, engaging a younger target audience.
Taking inspiration from the brand’s core values a set of platform-agnostic, and instantly-recognisable visual signatures, act as the foundation of a brand’s identity.
Creating a new font
The 13th Street brand already used the brand font Nudista, and the client was keen to keep doing so. However, to allow typography to play a more active role, in both digital and social assets, it needed to work harder and be more ownable and this need inspired Amy to start slicing and removing a 13th of each letter with the logo shape.
This was not done only for visual cut-through, but significantly the ‘scar’ allowed programme titles to lock into the logo, maximising attribution between content and brand at all touch points.
The end result was the creation of a unique cut ‘Nudista Scar’ and a collection of awards.
Foundations of a flexible visual identity
Having handed over the new visual signatures and their guidelines for use, it was great to see how the internal team took these and continued to develop and adapt them in their work across content promotions and social campaigns.
This adaptability being a good sign of a strong foundation from which to build.
Design Director | Amy Johnson Animators | Martin Shannon, Javi Marti, Q & NBC Universal team Agency | Red Bee Creative