The consultancy was brought in to work on the project following a pitch at the end of last year – marking the completion of the charity’s first full year in operation.
Creative Access was set up in 2012 after the riots that started in Tottenham, north London, and now places interns in companies including Channel 4, Harper Collins, Endemol, Sony Music and Framestore. The charity aims to have 350 graduates from ethnic minority backgrounds in full time work in creative industries by next year.
‘It’s to the detriment of the creative industries to not have [people from these backgrounds]’, says Elliot Wilson, The Cabinet strategy director.
‘The new identity had to reflect the media environments that the charity works with – it had to look professional and have credibility.’
The only element of the previous design that was carried through into the new branding is the blue colour palette.
The designs are based around the idea ‘making connections’, using a logo that connects different points in the word-mark, which uses typeface Century Gothic, to the ‘A’ for access.
The Cabinet creative director Ads Ellis says, ‘Making connections is exactly what Creative Access does…connects interns with the creative industry.’
Wilson adds, ‘The system allows [the charity] to connect with other brands – the logo can sit happily alongside media organisations, Government and the graduates themselves’.
The connecting device shown in the main logo is carried through the identity to be used across other applications, including online, and on printed materials and other collateral.