Apprenticeships New Era Campaign
forex market map A long forgotten route in vocational education; Apprenticeships have undergone a recent transformation and now provide a viable alternative to university.

The National Apprenticeship Service launched a campaign to promote this new era of Apprenticeships and help change out-dated perceptions.

The campaign features current and former Apprenticeship ‘stars’ combined with with expressive, painted sign-writing demonstrating how real young people are benefitting from Apprenticeships.

Apprenticeships Brand Identity
Following on from the successful New Era campaign it became clear that a completely revitalised brand identity and positioning was essential in order to fully change out-dated perceptions of Apprenticeships and make them a more viable and appealing educational path for youngsters.

The new approach combines portrait photography of real apprentices with an eclectic mix of typographic illustration. Messaging is driven by the aspirational benefits of work-based learning – creating a distinctive look and feel to engage and inspire the apprentices of tomorrow.

Apprenticeship Awards and Made by Apprentices exhibition
In November 2013, The NEC Birmingham held The Apprenticeships Awards evening and accompanying Made by Apprentices exhibition. The event celebrated the year's achievements from the country’s top apprentices, promoting the various ways they have made a difference to workplaces across the country.

forex trading videos The visual identity celebrated all the great products that had been ‘made by apprentices’ over the past year. We designed an adaptable scaffolding system to create various structures throughout the event, to hold everything from earrings to Lewis Hamilton’s Mercedes Formula 1 car. We created a bespoke typeface, called Assemble, made from graphic plates and rivets and a complete graphic language based around the construction of elements, echoing the apprentices' handcrafted creations. This approach became a visual thread running through messaging, materials and graphics across the entire venue, working to praise the accomplishments of young apprentices and put them firmly in the spotlight.

All work created as part of a team and under creative direction at Purpose © Purpose

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Awards
Art Directors Club
Corporate Identity Program category
Bronze cube
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Brand Impact Awards
Education; Branding Programme category
Winner
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Fresh Awards
Brand identity / campaign category
Gold
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Fresh Awards
Typography / illustration category
Gold
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Netflix shares Roses Creative Awards
Identity, Design; Exhibition
Bronze

A new name and identity for a disregarded south London boozer referencing the old local iron mill that produced cannons, shot and shells for Lord Nelsons triumphant ship, HMS Victory, amongst others.

The Armoury plays homage to the iconic cannon, juxtaposed with famous 18th century battles paintings. Oh, and the sign – well we lodged a 3-dimensional cannon ball in it of course.

Work created under creative direction at Purpose  © Purpose

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Awards

Cream London Awards
Corporate Identity category
Award
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ISTD Awards
Corporate Identity category
Certificate of Excellence
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Fresh Awards
Brand Identity category
Silver
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New York Festival Awards 2011
Brand Identity category
Bronze
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Art Directors Club 2011
Branding Campaign category
Silver cube

Experimenting with the fragility of a city on a fault line – a two leaved poster for an exhibition and silent auction entitled InsideOut SF, as part of this years AIGA festival in San Francisco.

The top sheet is torn in half through the middle of the typography, to reveal the fault line running through San Fran.

Paper kindly supplied by GF Smith.

Work created under creative direction at Purpose  © Purpose

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Awards

D&AD awards
In book
Graphic design: posters
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Art Directors Club awards
Gold cube
Poster design: poster typography
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Design Week awards
Category winner
Poster design
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Creative Review Annual
Annual entry
Design: graphic design
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Fresh awards
Shortlisted (awaiting result)
Print design category
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Roses Creative awards
Gold
Craft, use of typography

Confessions of a Typographer – Pick Me Up 2014 at Somerset House

A day of typographic loves, hates and guilty pleasures at this years Pick Me Up festival at Somerset House. A custom built confession booth complete with typographic fret cut panels was the centre-piece in which visitors could enter and scribe their typographic sins on the walls. Along with typographic soul cleansing – guests could create their own divine works of illumination with a stained glass window alphabet workshop and a series of sermons.

Paper kindly supplied by GF Smith.

Work created at Purpose  © Purpose

Photography by Amie Herriott

Awards

Fresh awards
Shortlisted (awaiting result)
Environmental, exhibition and signage category

Antiquarian bookseller, Simon Beattie, specialises in books on European language and culture, sourcing rare and interesting pieces for specialist collectors and libraries all around the world. Many dealers’ catalogues follow a generic and traditional formula; produced as ‘listings’ that seem to bypass a key ingredient: the joy of the book.

The Antiquarian book trade gets a good dusting down with this approach to cataloguing, celebrating his discoveries and showcasing ‘The books you never knew you wanted’ in all their eclectic glory.

The identity and stationery set draws upon the rich array of eclectic typefaces and colour in Beattie’s books and catalogues. All his correspondence become framed with a variety of decorative quotation marks. 

Identity and Shortlists 1 – 4 created as part of a team and under creative direction at Purpose ©Purpose

Shortlist 5 – 6 created in collaboration with Robin Howie at Fieldwork Facility

Awards
Fresh Awards
Posters category
Bronze 
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Design Week Awards
Identity design category
Shortlisted
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Art Directors Club Awards
Booklet/Brochures category
Bronze Cube

Remarkable Lives
Royal Mail wanted to commemorate the centenary of the birth of ten remarkable Britons who have made a significant contribution to our way of life. Those portrayed in this years issue are from the fields of broadcasting, sport and graphic design, among others.

The narrative of these remarkable lives were told through sourcing original photographs of the Britons immersed in environments and activities which made them such prominent figures and icons of their time.

The associated products are designed to resemble an Edwardian display cabinet – curated to showcase the rich collection of ephemera from each Britons’ lives.

Britons of Distinction
Royal Mail wanted to celebrate the life and work of 10 distinguished individuals from the realms of engineering, computing, architecture, music, politics, literature and design, each figure celebrating an anniversary in 2013.

A key challenge in designing this set of stamps was to create a visual thread that linked the varied group together, a mix of visually arresting black and white portraits of five Britons, alongside colourful depictions of the achievements of the other five Britons.

Armistice coin pack
11 November 2008 saw the 90th anniversary of the end of the First World War. Royal Mail and Royal Mint collaborated to mark the anniversary of this special occassion with the issue of a commemorative coin and First Day Cover.

The first day cover and filler card illustrate the events that marked the end of the First World War including the 'uknown soldiers' journey from the front line to Westminster Abbey, the commerative cenotaphs and demobilisation and homecoming of the soldiers.

The pack was designed to accompany the 'lest we forget' stamps designed by Hat-trick

All work created as part of a team and under creative direction at Purpose ©Purpose

EFFP is a business consultancy specialising in the agri-food industry, combining farming knowledge with food expertise to help businesses address structural, commercial and relationship issues.

EFFP were seeking a quarterly publication and new brand identity to help differentiate them from other consultants in the sector. The black and white identity is bold, pioneering, confident and revolutionary – all attributes that EFFP aspire to.

VIEW Magazine is a publication outlining EFFP’s strategic insight and knowledge, the large format, black and white newspaper with bold visual language reflecting EFFP’s ethos of expert, honest and practical advice delivered clearly and in a straight forward manner.

EFFP’s conference has become one of the must attend events in the food and farming industry. Each year the conference addresses a key theme and challenges from the year in agriculture. The branding for each years conference is a visual representation of the years topic applied in typical EFFP fashion.

Work created as part of a team and under creative direction at Purpose ©Purpose

Awards
D&AD Awards 
Rebranding Schemes
In Book
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D&AD Awards
Catalogues and Brochures
In Book
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Benchmark Awards
Professional Services
Category winner
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Benchmark Awards
Best of Show runner-up
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New York Festival Awards
Brand Identity category
Finalist
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Art Directors Club
Corporate Identity
Gold Award
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Design Week Awards
Identity Programmes
Category winner
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Design Week Awards
Best of Show runner-up

An 80 page, flip format book that is a witty analysis of the basic tenets of typography and how to turn them on their head. One side of the book presents the ten main rules, or ‘commandments’ of type design, addressing such aspects of typographic doctrine as legibility, alignment and capitalisation; the other shows how type can successfully subvert these rules, presenting ‘sacreligious’ visual alternatives.

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Written and designed by Paul Felton

Foreword by Jonathan Barnbrook

Published by Merrell Publishers

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Helen and James are real foodies who love to visit food markets together. They wanted their wedding stationery to reflect this, as well as their passion for vintage type and old theatre posters.

The striped theme draws inspiration from market stall awnings and is combined with an eclectic mix of typography. A number of typefaces were hand drawn to reflect the rich visual language typical of the vintage signage around London's food markets. These themes are continued through striped candy bags and tables named after the couple’s favourite markets, each with suitably inspired type.

Work created under creative direction at Purpose  © Purpose

NVQ’s are a well respected and important qualification for vocational careers but have long been acknowledged with only a pass or fail. 

Recognising a need to reward excellence and high performance, UK Skills and City & Guilds have developed Star Units. The scheme needed an engaging and memorable visual identity to build an excitement and buzz around the launch. The identity needed to engage learners as well as centres and advisors, have a youthful appeal whilst still being informative.

The identity combines inspirational star related copy and shining imagery to form a distinctive and aspirational range of communication materials. It included a bespoke typeface (Nebula) to ensure that the campaign can be kept fresh and interesting whilst also being cost effective.

Work created as part of a team and under creative direction at Purpose © Purpose

The Skills Show is a careers event that took place at the NEC in Birmingham. Its aim was to introduce thousands of young people, parents, guardians, teachers, employers and industry leaders to the possibilities of vocational training. The aim of the brand experience was to create a buzz about skills-based careers and to change perceptions of vocational learning amongst visitors, with the branding communicating a sense of scale – delivering the 'wow factor’ of the show - and at the same time making the different elements accessible.

The challenge was to make the visual assets of The Skills Show enticing and engaging for 14 – 18 year olds, whilst credible for adult stakeholders. The combined breadth of communication channels resulted in multiple applications, from pre-show digital and printed marketing collateral, advertising and ticketing to on-site information graphics, signage, wayfinding, leaflets, maps and stage sets. Central to the design solution is a graphic ribbon motif. Not only can it be animated, it can physically wrap around elements and carry messaging. Applications included vinyl pathways, signage totems, website content, printed maps, banners, section graphics and stage sets.

Work created as part of a team and under creative direction at  Purpose ©Purpose

Traineeships provide the essential workplace skills and experience for young people in preparation for an Apprenticeship or employment.  As a stepping stone to future success, they aim to prepare young people for their future careers by helping them to become ‘work ready’.

Developed with employers in response to business needs, Traineeships were initiated to provide a larger pool of proficient, motivated young workers for UK businesses. Their flexible approach ensures they are tailored to the

needs of each business and individual. Sitting within the NAS brand alongside Apprenticeships, Traineeships are centred around the core thought of ‘sparking transformation’.

The brand identity was developed with the aim of connecting with and inspiring its young audience – reflecting vibrancy and positivity – and encouraging them to reap the multiple benefits of Traineeships.

The visual language uses motivational phrases that resonate with young people and provide a call to action, such as ‘get set’, ‘work wonders’ and ‘impress progress’. Coupled with vibrant, colourful typographic illustrations applied across print, marketing materials and social media, the identity projects a youthful and honest feel – ultimately stimulating self belief in its audience and driving them towards future success.

Work created under creative direction at Purpose  © Purpose

Awards

Fresh awards
Shortlisted (awaiting result)
Typography and illustration category

WorldSkills London 2011 was the largest event – ever – held under one roof in Europe. The event brings together young people from across the globe to compete in front of a live audience to be crowned ‘the best in the world’ in their chosen trade.

Held at ExCel London, the event aimed to attract around 150,000 visitors and to raise awareness of the importance of vocational training. The campaign was based around the concept of ‘I am...’ affirming to the audiences of the variety of career aspirations that could be pursued via vocational training. The simplicity of the concept allowed flexibility with scale and reach, to appeal to a mass audience across all touchpoints at the WorldSkills London 2011 event.

Over 2,000 design agencies were asked about the profile and size of their businesses, their working practices and the skills of their employees. The aim was to capture designers’ views of the industry, how they have been affected by the recession, and their outlook on the future. 

The survey is about designers, for designers. Therefore the data needed to be complied and presented in such a way that it would appeal to its audiences.

The ‘Industry Insights’ publication, ran as a supplement to Design Week in March 2010. Illustrations by Design Council graphic designer, Rebecca May.

Work created as part of a team and under creative direction at Purpose     ©Purpose

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Awards

Robert Horne Shout Awards 2010
 Not for Profit category
Winner

Patch is a new playful headline typeface. Mix it, match it and create colourful patchwork patterns with your messaging.

Each character has it’s own unique colourful fabric swatch, no kerning required, only stitching. Stitch them together, leave them apart or playfully scatter them where they fall.

Further patches will be coming soon to add to the fabric.

To mark the launch of the new National Apprenticeship Service brand, a brand book was created and given to each member of staff. This key internal tool helps to introduce the organisation’s new architecture and how NAS fits within the family of brands.

It goes on to explain the brand DNA and how and when the new identity assets should be applied, alongside inspirational quotes and practical guidance on things like fonts and colours.

The pocket-sized notebook was designed to be an informative piece that was also functional. The content is all illustrated by hand, presenting the brand story in a more unusual, engaging way, in-keeping with the format.

The brand book would be a constant companion and source of information for the NAS team enabling them to fully understand and engage with the new brand.

Work created under creative direction at Purpose  © Purpose