When Change Provoked Reaction

APRIL 2021.

WHEN CHANGE PROVOKED REACTION.

Unifying our vision with a brand identity system that gives the team a platform to progress to the next level.



LOCKED DOWN AND LOCKED IN.


THE WHAT, THE WHY AND THE HOW.

It was back in 2017 when the two of us put our heads together and decided to set up Twelve Yards Out. A brand and digital design studio with a simple aim of creating great work, for great people. In the 4 years since, we have had some unbelievable opportunities to work on awesome projects for both local and global brands. But now, more than ever, it was a time for a change of focus.

With the pandemic and lockdown looming, the unusual, and quite frankly scary period for us all, gave us an invaluable opportunity to take a look in the mirror. A time for reflection that allowed us a chance to come together to establish where we were, what we were doing and where we, as a team, wanted to be in years to come. With some home truths told, we set ourselves the task of practising what we preach, by reviewing everything from the ground up. It was time to embark on a brand identity exercise that would give us added impetus, with added purpose and punch. An exercise that would allow us to be honest, challenge ourselves and understand what makes us, well… us!

With our process naturally ingrained, it was time to turn the tables and put us on the wall. Nothing was safe, and everything was there for the taking. What was initially planned as a six-month schedule, turned into, quite aptly twelve months of labour and love, exploring, interrogating, finding the little nuggets that would push us in the right direction.

Twelve Yards Out studio. Brand identity discovery.

A time for reflection that allowed us a chance to come together to establish where we were, what we were doing and where we, as a team, wanted to be in years to come.


At Twelve Yards Out we believe a brand identity is far more than just a logo, a set of colours or a suite of icons. For us, a brand is an experience where a story is brought to life. An entire package that leaves a lasting impression on its audience. With this belief we delved deep, continually questioning our thoughts and findings with determined focus on what our vision was. With concept at our core, it was imperative that the visual language we created stood for something. Substance that was intrinsically based on the strategy set from the start.

When it comes to creating brands, we thrive on curious thinking and honing our craft, establishing the finer details where the big picture is considered. This mindset is aimed at giving our clients a platform to grow, through expressive storytelling that is true to them. All of which, is without limitation. Our approach creates a narrative that enhances, and answers business challenges far beyond the norm. Aligning this thinking with a suite of visual assets not only builds confidence but creates a consistent tone across all communications, and is imperative for us as a creative studio, and where our value proposition of ‘We Give Brands More’ was born.


At Twelve Yards Out we believe brands are far more than just a logo, a set of colours or a suite of icons. For us, a brand is an experience where a story is brought to life.


We Give Brands More. Our identity value proposition.
Our brand identity - Twelve Yards Out 12's


BRAND ASSETS THAT CREATE MORE.

Twelve Yards Out identity creation.

BIG PICTURE THINKING.

With brand development, comes identity, and something we agonised over throughout. In fact, something we had questioned for a while. Did our identity showcase us in the best light? Did it communicate what type of creative agency we were? Did it give us the confidence to believe? If we’re being honest, it didn’t, and something we had to change for the better. The substance we were craving was just not there. Nor did we believe it was the creative approach to put us on the map, or in front of our desired audience. But the biggest, and most important factor was that we wanted our visual brand to truly reflect our process, and it was clear from the start that this didn’t do it justice.

As time went on, we unearthed new ways of thinking. Ways that would enhance and build on the foundations that had clearly set us in good stead from the start. Brand thinking that would better reflect who we are, what we do, and the results we achieve.

Brand identity extension through brand language and design.

The substance we were craving was just not there. Nor did we believe it was the creative approach to put us on the map, or in front of our desired audience.


THE CORE CONCEPT BEHIND OUR NEW IDENTITY.

It’s a spark, an explosion, a punch, a point of impact that disperses to emphasise our methods and creative mindset, a belief that brands need to express themselves through all touchpoints. To us, this approach reflects our logo last process, and our big picture thinking.

So, what does it mean when we refer to our logo last approach? When starting any project and before the pen reaches the paper, our process and natural creative flair is driven by a core concept. One that is soundly based on the strategic understanding established through one of our brand workshops. Concept is definitely king and a huge factor when communicating a brand’s offering across its channels. Brands have to be recognisable and incorporating brand elements that work cohesively together means that if a logo isn’t in view the business or product is understood with ease. We believe in creating brands with substance, as well as style, by engaging a brand’s audience through strategic ideas. The logo for us is a creative, and cohesive carrier of the concept that is simple, responsive and easy to digest.

SETTING US UP FOR SUCCESS.

Creating a brand is never easy, and when that brand is for yourself it’s on another level. But the time invested to date is invaluable and is aimed to create future success. The biggest challenge for us, is that our minds continuously challenge and question, and as designers we can never sit still.

With our redefined value proposition all set, our new direction gives us the momentum and confidence to clearly communicate to our target audience. When devising our new look, it was important for it to work on a number of levels. As a creative agency it’s vital to let our client work stand tall, giving it the platform it deserves, whilst ensuring our new brand style has the legs and flexibility to creatively express ourselves across our own communications. Now armed with a visual aesthetic that works in two and three-dimensional form, alongside a refined brand language, our diverse asset library means we have the toolkit to challenge and create change. Whether it’s animation or print collateral, brand strategy or bespoke website design, we know our dedicated team have the skill set to achieve tangible results for current and future clients in all industry sectors.

A SPECIAL THANKS.

Over the past year the team have hustled hard, creating what we believe are the foundations for the future growth of Twelve Yards Out. Without this effort and willingness to produce something amazing, nothing would have been possible. We’d love to give a huge shout-out and a big high five to Neal, Lauren, Justin, Abi, Amy and Emma for all the energy, hard work, advice and support put in. We really couldn’t be prouder of what has been created. Now the fun starts!


DO YOU HAVE A BRAND CHALLENGE THAT NEEDS ANSWERING?