Computer Arts - UK (2020-05)

SUPPLE STUDIO

THE BRAND

ONLINE

MATT POWELL EXPLAINS THE

DIGITAL APPROACH TO GRANT

ASSOCIATES’ IDENTITY

The project started out as an

opportunity to refresh the Grant

Associates’ website. However, in

our pitch we highlighted that the

existing brand didn’t have much

capacity to flex. We showed

them some examples of how a

more sophisticated brand could

help create something more

memorable and unique online.

Following our recommendation,

Grant Associates brought

Supple, our co-tenants at the

studio, onboard and we worked

collaboratively throughout the

project. With both creative

directors at all the key meetings,

all the learning and research was

fed into the identity and web

projects at the same time, which

helped streamline the project.

We worked with Supple

on some indicative website

applications of their original

brand ideas, testing that they

would apply well online and also

ensuring that the ideas reflected

what we’d heard in those

research sessions. In fact, the

end product for the website isn’t

that far away from those original

concepts. Getting the monogram

to work well responsively was a

challenge. And the evolutionary

timeline took some thought –

the end UI for this is very simple,

but it took a lot of effort to arrive

at such a simple solution.

ABOVE AND RIGHT
Images of Grant
Associates projects
were supplemented by
organic brand imagery
rendered by Fitzroy
Hawk. The new GA
mark speaks of the
brand’s connection
with nature.

“EMBEDDING

THE MONOGRAM

INTO THE

FLOWING

ORGANIC

ELEMENTS WAS

ALWAYS PART

OF THE PLAN”