As you can imagine, the cause was close to our hearts, and it was an absolute pleasure to get our teeth into this project. The brief was to find a style that encompassed all aspects of animation across disciplines and styles, from 3D to 2D drawn, vector to claymation model-making. So we wanted the branding to reflect that with an eclectic visual style.

We also wanted to make sure it was feeling current and contemporary whilst leaning into the demographic, which spans the ages 11 to 18.

The result is lots of vibrant colour, bold shape and a fresh mix of styles, with a key element of the brand being this interchangeable ‘YAY’ motif, where we can swap out different versions of each letter to create totally bespoke, everchanging logos with a consistent theme to make sure the brand stays cohesive.

This suggests the idea of collaboration, opening it up to be less rigid, and inspiring young people to get involved and excited at the idea of making their mark. So there's a lot of potential for the future to evolve this brand, where the students and budding artists can get their hands on the base blocks of this system and push out their own creative content using it.

We can't wait to see what this year's competition brings! Find out more about YAY UK and see the rebrand in situ here.

Services

Design, Art direction, Creative direction, Production + account management

Deliverables

Social post assets including working files, Social icon, 2D + 3D shapes, Logos