Basic Identity Applications





Creative Directors

David Azurdia
Ben Christie
Jamie Ellul


Tim Fellowes


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Magpie Studio
All Change

All Change by Magpie StudioAll Change by Magpie StudioAll Change by Magpie StudioAll Change by Magpie StudioAll Change by Magpie Studio


Work­ing to develop and pro­mote the role of the arts in soci­ety by bring­ing artists and com­mu­ni­ties together to develop orig­i­nal and inno­v­a­tive arts projects which pro­mote artis­tic excel­lence and affect pos­i­tive change for indi­vid­u­als and communities.


In Between is a col­lab­o­ra­tion between All Change and four writ­ers, artists, and pho­tog­ra­phers who have worked with four iden­ti­fied com­mu­ni­ties in North Lon­don to inves­ti­gate the com­plex web of per­sonal rela­tion­ships to spaces and places in the city. Each artist cre­ated a visual or writ­ten response for each project—all under the ban­ner of In Between.


The brand needed to be flex­i­ble enough to accom­mo­date the dif­fer­ent names and per­son­al­i­ties of the four artists’ responses. The solu­tion is a logo­type that splits hor­i­zon­tally to allow the project title to appear “in between” its two blocks. Thus cre­at­ing a flex­i­ble brand that works with any project title.

The devel­op­ment of the iden­tity for our In Between project was very much a col­lab­o­ra­tive process. We wanted a design that would reflect the nature of our work with artists in com­mu­nity set­tings which Mag­pie Stu­dio under­stood and responded to. The designs were refined and mod­i­fied with input from the artists and par­tic­i­pants and the end prod­ucts were well received by the mixed audi­ence of pro­fes­sion­als and com­mu­nity mem­bers of all ages. We were very happy with the result; a col­lec­tive iden­tity for a diverse range of prod­ucts. — Suzanne Lee, Artis­tic Direc­tor of All Change

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