David Kimpton, creative director at Kimpton Creative, says, ‘Cyrenians told us they were all about being “people-focused”, they respect individuality and they help their clients see a brighter future, so we recommended that the theme was based on this.’
He adds, ‘It is in the large-scale application that the eye becomes an abstract thing of beauty – strangely captivating.’ The eye also contains portraits of people.
The eye motif is used across applications including business cards, stationery and other collateral and is always cropped to the corner. Kimpton says, ‘We decided we shouldn’t use the full eye to avoid it looking like a spooky “floating” eye.’
Kimpton Creative was tasked with giving Cyrenians more of a public face and differentiating it from other regional Cyrenians organisations. Kimpton says, ‘A lot of their work is with local authorities and other organisations, so they needed to look very professional.’
The consultancy has also developed guidelines for Cyrenians’ printed material, which uses photographs of people who have used the charity’s services, along with their stories.
Kimpton Creative has also developed a typographic style which moves the perspective in and out of focus – linking to focus as an overall theme.