“What this campaign and identity achieve is to say to creatives “We are on your side” while giving [Format’s] in-house team a fun foundation to work from and establish a more defined presence for the company.”
- Armin Vit, Editor, Brand New.
FORMAT: REBRAND & TONE OF VOICE
Launching a new visual and verbal identity for Format, the portfolio creator specifically for designers, illustrators and photographers. Designed and developed for the creative world because, quite frankly, other builders simply aren’t good enough for it.
The concept and tone follows this thinking and reflects the personality of creatives themselves. A youthful vibrancy injected with a “Twinge of arrogance” in the copy gives this new brand a compelling difference that empathises with the designer.
SPEAKING TO DESIGNERS
TWINGE OF ARROGANCE
“Being an inspiring artist is both a noble pursuit and prestigious accomplishment. Our new slogan—Few Can Do What You Do—is about acknowledging this greatness; the greatness of those who have chosen to pursue their dreams by working in a creative industry. We want to empower visual artists, celebrate their uniqueness and help them succeed.”
- Lukas Dryja, CEO, Format
A SLICK CADENCE
Looking for intelligent verbal identity and tone of voice development?
THOUGHTFUL BRANDING
Von Restorff effect
Creating a style that surprises and delights to ensure the brand is most memorable in the market.
Self-Reference Effect
Setting empathy and relevance right at the heart of the copy to further improve brand recall.
Parataxis
Short, simple, independent clauses in the web copy allow a natural, fast-paced rhythm to connect ideas.
Parallelism
Repeating a similar structure to create symmetry in the writing, helping the message stand out.