Humanist UK seeks to act as a representative body for non-religious people in the UK. It offers a network of 600 accredited celebrants for humanist funerals, weddings, and baby namings. Its success has led to the recent growth of competing commercial celebrants, which overwhelmed consumers with too many choices.
The organization asked The Workroom to strengthen its brand and re-establish it as the OG of memorable and meaningful experiences.
The Workroom designers realized that each type of ceremony brings with it distinct expectations and emotions. Also, the celebrants are as diverse as their clients. Ceremonies occur in different locations, and each feels very different. The new branding needed to be flexible enough to tie all of these variables together but still feel personal in each situation. The brand message they developed is “Your story is our story.”
From The Workroom’s website: “Our brand strategy gave us the perfect springboard for a timeless visual identity. A simple, elegant logotype with just the right level of celebratory quirkiness still maintains a visual link with parent brand, Humanists UK. The diversity-of-life stories are expressed through a vibrant patchwork of pixels and imagery, building a versatile visual language. The hero brand property, The DNA Signature Strip—a multi-colored pixel code—embodies the concept of the individual in a distinctive and ownable brand asset.”
