Stamping our mark close

Mark McDermott
Mark McDermott
In Codegent News
29th July 2010
Stamping our mark

When full service digital is mentioned do you also think… branding?

I think it might come as a surprise to many of our clients that we frequently get involved in branding identity as well. We have worked with a number of start-up web companies over the years so it often makes sense to evolve the brand identity alongside the digital offering as they are so intertwined. However we are also often asked to also refresh existing identities when we are looking at the strategic direction and positioning of clients, particularly if they see their own future being lead through the web. Here are a few examples.



Pownum is a start-up company. They came to us with a name, but little else. The idea they wanted to get across is that there is power in numbers and if enough people share a similar view and air it one place, then they can affect change.

The idea, therefore, was to create something that felt inclusive, a bit fun, but also had that sense that pulling together we can all make a change.

We presented an idea that had a nod to the imagery of revolution and looked a little bit ‘home made’ making it feel like it was something ‘made by the people, for the people’.

Global Poetry System

Global Poetry System

The Global Poetry System (or GPS) was a project launched by the Southbank Centre and was the brainchild of their artist in residence, Lemn Sissay.

We needed to create an identity for the project that was sympathetic to the Southbank Centre’s brand, but also was positioned as being separate to that. The project relied heavily on user-generated content and so we wanted to create a logo that looked like it could have been made by one of the contributors (ie it looked hand-drawn), with a strong strapline underneath that explained what the system actually did.

Users are invited to upload examples of poetry that they have seen or heard. Much of the content is photos of poetry that has been painted on walls (some might say graffiti), and so we wanted to suggest a hint of graffiti in the application of the identity, too.



Tepilo is a joint venture with Channel 4’s Sarah Beeny. It was important to create an identity that could be used alongside Sarah’s image, but that wasn’t irrevocably linked to her, in case the business was sold to someone else in the future.

The identity needed to look authoritative (we are, after all, talking about most people’s largest asset), but friendly and approachable. We felt that these brand attributes also reflected those of Sarah Beeny.

The main visual element of the site is the multitude of user-generated images. We had to ensure that anything we created wasn’t battling for attention with the users’ own images, about which we had no control. We therefore created a logotype using blacks and greys and used muted blues as a background.

We created a strapline “Sarah Beeny’s smarter way to buy, sell and let your home”, but we kept this apart from the actual logotype.

Poetry Book Society & Poetry Bookshop Online

Poetry Book Society
Poetry Books Online

The Poetry Bookshop is owned by the Poetry Book Society. We were commissioned to redevelop their site bit also to evolve their identity.

For both identities, the audience group were loyal and many had been with them for years. We needed to make sure that we didn’t totally reinvent the identity and alienate the organisation’s loyal user-base.

Instead, we evolved the typefaces and colours, to give it a more up-to-date feel, but one that was instantly recognizable to anyone who had seen the earlier incarnations of their logos.

If you are interested in talking to us about branding please drop us an email on or call us on 020 7720 4040.