Strategy – Identity – Print – Digital
Daisy & Dukes is an agency specifically for young actors and models, always putting the young talent first, and covering everything from soaps like Eastenders, to ads for John Lewis, to the stages of the West End. They approached Branch to create a positioning that reflected the excitement of their industry as well as their reputation. So, we worked closely with their founder to define an approach and strategy that would in turn inform their new identity. Run through-out all of their communication channels, the new, exciting and engaging identity builds a stronger connection to their various and diverse audiences.
The bold and confident logotype is made up of two simple words and exhibits a reassuring clarity. Set in Effra it creates an approachable and fresh tone. The logotype is the primary element of the identity, however other component parts, such as typography, colour and pattern, play an equally important role in establishing the visual language. The ‘D’ icon, is used to create a strong and consistent presence in small retail spaces such as social media profiles.
The Daisy & Dukes story
Daisy & Dukes aim to give children the world stage as a platform for the future, creating experiences that help to give each child the confidence to express who they are and to grow. To communicate this and to aid the connection with Daisy & Dukes’ audience, which is primarily made up of parents and casting directors, we crafted a story (excerpts below) that reflects the approachable and professional service on which their reputation is built. With such a strong foundation and passionate team behind them… ‘we see exciting futures ahead’.
An exciting visual language
The foundation of Daisy & Dukes’ new visual language is an exciting, colourful and vibrant colour palette. Whilst these colours add a youthfulness and energy to the identity, the palette itself is deliberately limited to just four colours to reflect the more reserved, mature audience.
To add texture and excitement to the identity, we produced a suite of patterns that can be applied to any of the branded materials. These patterns help to build a recognisable graphic language that has a huge number of permutations and applications, and maintains a consistent look and feel. To ensure that these patterns had a youthful feel, we had a series of patterns created by the pupils of Michaelchurch Escley Primary School. To find out how this came about click here.
The Daisy & Dukes imagery communicates the diversity, energy and personality of who they are and what they do. Engaging, eye-catching, contemporary and aspirational. Placing a coloured background behind the children’s portraits creates a strong and striking visual that feels fun, friendly, fresh and memorable. The use of performance based imagery is important to reflect Daisy & Dukes’ professional ability – these images represent, in real terms, the opportunities available to their talent.
Effra was selected for its bold approach and geometric, yet friendly forms. It features a large family of fonts, but in most instances only the bold and medium weights will be used. Its distinctive appearance and approachable nature perfectly complements Daisy & Dukes’ values and character.
This document helps to define Daisy & Dukes’ identity – in visual and verbal terms. It provides clear guidance on how the key components of the identity should be created and implemented. It includes detailed information on how to use the logo, the typography and colour as well as imagery and patterns.
Daisy & Dukes’ online presence is a responsive website built on the WordPress content management system. The site is aimed directly at Daisy & Dukes’ key audiences of casting agencies and parents. Casting agencies will have access to a password protected area where they can search for young talent and save profiles to lightboxes, that can then be shared. Parents have the ability to monitor their child’s online profile, again within a secure environment, as well as keep up to date with the full range of services that Daisy & Dukes offer. The site was created in partnership with Make it Clear and can be seen here daisyanddukes.com
From business cards, to compliments slips, to personalised pencils, rubber stamps, badges and t-shirts. The visual language we developed was applied to the full suite of collateral creating a unified set of applications.
Digital Welcome Pack
The welcome pack is the first stage in the induction process. It gives parents all of the relevant information about Daisy & Dukes and their services. Published digitally, for ease of distribution, it’s designed to be an introduction to the brand, generate interest and to raise enquiries.
Daisy & Dukes has a wide range of active social media channels for engaging with their audiences, from Twitter to Instagram, to Facebook, YouTube, Google+ and Linkedln. The identity is applied to each channel using a variety of images, colours and patterns, to reflect the rich vibrancy of the business, and bring a real depth and impact to their social media presence.