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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