Cooking up a fresh brand identity for YAY UK

ACCESS:VFX asked us to develop a refreshed brand identity for Young Animator of the Year UK: a national competition celebrating a new generation of talent. ACCESS:VFX is a global non-profit that promotes inclusion, diversity, awareness and opportunity in the VFX, animation and games industries.

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Working with the Animade team was an absolute delight. Their boundless creativity and infectious enthusiasm ensured they flawlessly executed the brief, delivering exceptional results without a hitch.


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.

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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.

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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.


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


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




Executive Creative Director

Tom Judd

Art Director

Jim Billy Wheeler

3D Design

Robert Duncan

Head of Production

Georgie Lister-Fell


Meg Shipton

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