Revamp for Agents’ Association

The Agents’ Association launches a revamped identity by Creatiscope Design this month, as it moves to modernise its 70-year-old image and reinforce its connections with the entertainment industry.

The association’s members represent performers, musicians and other celebrities across the light entertainment industry and the updated marque will be applied across stationery, literature and the members’ directory. The group will also begin working on a refresh of the organisation’s website this month. The member seal is unchanged.

Creatiscope director Mark Stewart-Birch says the identity needs to balance the Agents’ Association’s authoritative remit – it lobbies parliament on behalf of its members – and its entertainment connections.

‘The work needs to communicate a little about the industry, but make it clear that the Agents’ Association itself isn’t an entertainment agency,’ he explains.

The identity uses an updated colour palette and its apostrophe features prominently, to help minimise confusion about its correct position.

The group was appointed in November following a four-way credentials pitch.

Meanwhile, Creatiscope this month also won its first international business, with a commission from Salty Girls, a Seattle- based surf company aimed at women.

The group has been tasked with creating packaging for the company’s health and beauty products, which range from wetsuit scrubs to healing lotions and hair detanglers. It will also ‘tweak’ the company’s identity, says Stewart-Birch.

The work is likely to launch in spring this year.

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