The Creative Factor
Brand Strategy / Brand Development / Creative Direction / Animation / Illustration / Web Design / UX Design
Custom brand identity and digital design for a publication tailored for creative leaders
Based around an intricate geometric system, our brand identity for The Creative Factor illustrates the layered narrative that has become the core mission of the brand: A reminder that creativity is a skill we can hone, and it should be accessible to anyone willing to explore it.
Bold designs, repeating brand elements, and expert photography unite to draw attention to the stories and artists highlighted in the publication.
"Define and illustrate creativity?" Yep, that sounds like a fun way to spend a week. The project began like most of our brand development sprints–with an in-person brand workshop where storytelling and side notes are encouraged (and a few guided exercises are thrown in for good measure).
Eventually, we aligned on the concept we couldn't stop thinking about: The triad of creativity. The three triangles representing Craft, Career, and Culture (the publication's focus) overlay at variable points, revealing new shapes and colors, representative of how a creative idea comes to life. Our work is always influenced by all the other great ideas that came before it.
The Creative Factor began as an editorial publication but they needed a distinct way to market their content marketing studio services. Enter: The companion brand identity.
We meshed the publication's triangle shapes with traditional newspaper design motifs to create a cohesive brand system that speaks to the creative community while maintaining the editorial integrity that The Creative Factor is known for.
It was the idea we never saw coming. It captures The Creative Factor's encouraging and witty voice. And it channels the ethos of our readers: brave, inspiring, and thought-provoking
Matt McCue
Founder