The Creative Copywriter
Redefining Brand Image to Suite Scale of Growth
Fierce Competition
Tech
BRAND STRATEGY
Research & Insights
Audience Personas
Purpose & Vision
Values & Culture
Brand Story
Brand Positioning
Personality & Messaging
Look & Feel
BRAND DESIGN
Logo & Usage Guidelines
Visual Identity
Social Branding
Social Post Templates
NOMENCLATURE
TONE OF VOICE
ART DIRECTION
Photography
Animation
Image Editing & Retouching
DIGITAL
Website
Mobile UI
Company Deck Templates
Document & Slide Templates
E-book template
Business Cards
Stationery
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ABOUT THE COMPANY
Hipster – Creative Copywriter. Blogger. Entrepreneur. Hat Wearer. Don Draper-Wannabe. Street Artist. Ukelele Player – and founder of The Creative Copywriter, a digital copywriting agency based in London, approached us for a brand identity rework.
The Creative Copywriter harnesses the art of the written word from the 1950’s; the golden age of copywriting. The masters of that time utilised the power of well-crafted copy to persuade an audience to purchase a product or service.
This commitment to the craft fuels their inspiration, while they themselves are digital natives who use cutting edge techniques in content writing to market their clients.
CHALLENGES & GOALS
How do you express the craftsmanship and heritage of a bygone era whilst also portraying their brand personality traits of being daring?
The Creative Copywriter is known for their audacious yet strategic marketing tactics making their business a mix of art and science. This made it important to also represent them as the young, fresh, modern and creative company they are.
The challenge was to weave in both the new and old aspects of their brand, in a juxtaposed visual narrative.
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UNIQUE SOLUTIONS
We wanted to take a different direction to the recent renascence of the 1950’s vintage design aesthetic in modern consumer culture.
Writers of that era were made iconic and glamorised in pop culture from trilby hats, to typewriters, to note pads and of course the infamous newspaper journalism and advertising culture selling the American dream.
Whilst researching we noted 1950’s ads largely appeared in newspapers. We began exploring graphical opportunities created in printing techniques, namely the halftone patterns, as well as aged paper colour, textures and typography choices of that era.
All of this was juxtaposed against modern Swiss gridded layouts and a use of bold colour.
Conceptualisation
We seamlessly blended the old with the new to create a distinctive brand identity. Drawing inspiration from classic newspaper textures, muted tones, and vintage typefaces, we captured a sense of heritage. This was contrasted with modern design elements—staggered layout grids, bold neon colours, and overlapping visuals—to create a fresh, dynamic look. The result is a striking balance between tradition and innovation, reflecting both the timeless and forward-thinking aspects of The Creative Copywriter’s brand.
Logo Creation
The old logo lacked versatility at different scales due to its intricate details and the challenge of a long name. Inspired by newspaper printing, we created a halftone logo with a dual 'C' design reflecting the brand's tagline—compel, convince, convert. A flexible logo system was introduced for use across formats, with defined composition and clearance space to ensure clarity and consistency.
Identity Anatomy
For The Creative Copywriter, a reading-focused site, we prioritised legibility. Drawing inspiration from 1950s newspaper headlines, we selected a slab serif typeface with a large 'x' height for clarity. Swiss design trends influenced graphical elements, textures, and patterns, while the colour palette combined vintage newspaper tones with bold neon. Image treatments embraced overlapping textures for a clear, modern aesthetic.
