A new brand identity and website for the world's largest copywriting agency

Brand exploration

The first step, after a collaborative workshop with the client, was to test a slightly more avant-garde route out. Designed to trigger strong opinions at The Writer, we were keen to push boundaries and buttons and get under the skin of the brand. This unique approach helped us to gain honest feedback and those gut reaction feelings we needed to steer our path towards an even more successful end point.

Learning what felt good, what felt authentic and what felt too far from where we started was invaluable for developing ideas in the next phase.

Fine-tuning the magic

With this granular feedback in our back pockets, we were in a fantastic position to hone our ideas and develop a couple of exciting and unique potential routes for The Writer.

And the winner is...

The final route stakeholders at The Writer chose was a unanimous decision. With a strong typographic premise, unique use of texture, and dynamic application of illustration, it was the perfect expression of a brand who's storied history and reputation for excellence has made it one of the most enduring agencies of its time.

Creating the website

After establishing the fundamental principles of the new brand, we rolled out the dynamic layering of texture, illustration and handwritten type throughout the website.

We decided to retain the four key theme colours from the old brand but with a decidedly modern twist — they now shuffle automatically at random within the content pages, with blue used to anchor the top-level pages.

The Writer's Thoughts

A big role of the website was as a vehicle for The Writer to channel its own voice. So we created a dynamic new content hub, 'Our Thoughts', which contained their blog, podcasts, whitepapers and media, and offered a curated outlet for their musings, insights and updates.

Writer's tools

A second major aspect of the site was the writing tools. This area is dedicated to an ever-growing toolkit of assets including a readability checker and style guide, designed to help other writers improve their skills.