ML ╱ Format Rebrand ╱ Back









Format
Brand
Redesign.

⌊Being an inspiring artist is both a noble pursuit and prestigious accomplishment apparently. The new slogan—Few Can Do What You Do—
                         is about acknowledging this greatness; the greatness of those who have chosen to pursue their dreams by working in a creative industry. To empower visual artists, and to celebrate their uniqueness. Because we are all so very unique?  ◯

Project ⎄
- Logo Update
- Pallette
- Positioning
- Messaging
- Type
- Motion
- Iconography
- Launch Campaign










About
Format




Format makes it easy to build, design and manage a professional online portfolio. Tens of thousands of creative professionals in over 190 countries use the platform to beautifully showcase their work, attract clients and grow their careers.








Founded in 2010 in Toronto, Canada, Format is a self-funded company dedicated to empowering the freedom of artists.
iOS Welcome screens and login/sign-up

<->
Sliding Logo as frame

Iconography + Imagery






        ⏌The ‘hook’  so to speak was to poke fun of the truism, that we all think we’re hot shit. We’re designers, illustrators, artists, creatives—our noses couldn’t be higher.



Creative direction on
full visual language, type,
motion, color layout,
tone ⸑ and grid.

To bring this message to life, the company has launched a quirky multilayered campaign that reflects the vast creativity of its community. A tongue-in-cheek video series calls out the all-too-familiar truism that creatives think they’re better than everyone else, simultaneously poking fun at and applauding the tribe.





Each of the five shorts spotlights a boastful creative and a bizarre set of activities that they’re better at than most, because, few can do what they do. With the campaign comes a new logo, visual identity and redesign of Format’s portfolio-building platform, its most significant update to date. Hundreds of hours were spent gathering user feedback, designing and coding to deliver a more intuitive and powerful platform that looks and feels sharper, cleaner and simplified.




❝
What ultimately won me over on this project is the low key campaign that has an offbeat sense of humor in taking the piss out of creatives with a series of slightly despicable yet lovable individuals
❞  -  Brand New



With the campaign comes a new logo, visual identity and redesign of Format’s portfolio-building platform, its most significant update to date. Hundreds of hours were spent gathering user feedback, designing and coding to deliver a more intuitive and powerful platform that looks and feels sharper, cleaner and simplified.