Reform Creative repositions arts charity Aim

Reform Creative has designed the identity and website for Huddersfield-based arts charity Artists in Mind to position it as a ‘serious arts organisation’.

Aim supports artists with acute mental health problems in the community and within psychiatric institutions.

The charity’s founder John Holt approached the consultancy on the strength of its work for a Manchester-based British-Asian arts organisation, Shisha.

Paul Heaton, creative director at Reform Creative, says, ‘At first Aim just wanted a website, but we didn’t feel its identity was giving out the right message.’

The identity uses hand-drawn square brackets ‘to represent framing and the feeling of being protected, safe and secure’, Heaton says.

The branding will start rolling out next month, with a website that will contain an e-commerce section and a gallery which can be constantly updated.

Latest articles