Brand identity & visual look and feel • Guidelines
Firedog was asked to originate the brand identity and a look and feel for Headroom, a new campaign for engaging the public with issues of mental health and well-being. The project required a complete set of guidelines for the BBC’s internal design team to roll out the brand to both on and offline environments within the BBC.
Firedog conducted a visual orientation exercise using mood-boards to work collaboratively with the BBC team. This evolved into a strong editorial and visual style for the campaign, built around the strap line, ‘Unwind Your Mind.’ The look and feel used photography of people, carefully shot and post produced to evoke a contemplative mood and sense of empathy. This was combined with thought provoking words floating away from the subject’s head, with contrasting typography to convey conflicts of thought. The overall concept was to enable people to project their own ideas and emotions onto the brand look and feel.
Firedog developed detailed guidelines for the brand, including the use of the logo across different platforms, and the application of the brand to print and the Headroom website. These included tools for the BBC design team to create their own visual communication collateral, including how to post produce imagery with the new brand look and feel treatment.