Evolving the leading index of UK Startups

Demonstrate change and growth
Harness a proud SMB heritage
Offer more flex in usage
Revitalise socials and events

Brand and Creative Strategy

I worked with the Startups team on defining and shaping the latest evolution of the Startups brand. I led a team to develop a bold, new visual identity focussing on how it would speak across a wide design and experience system.

At the heart of our ideas, was a desire to capture the past, harnessing the best of the brand’s journalistic heritage. We were keen for the brand to capture the brave and evolving spirit of the industry, with a memorable and core identity, whist offering more play, movement and adaptability in the wider concepts of usage.

The brand is grounded in a history of supporting and uplifting UK startups, through editorial coverage, awards, events and funding. We wanted to ensure the brand was positioned to continue to capture and inspire the best British startups for another decade.

These words capture some of the core ideas and spirit of the new brand core:

EVOLUTION
PRIDE
AGILITY
CONNECTION

Background

The Startups brand has a rich history of elevating the most inspiring, interesting, and fastest growth businesses in the UK. Their index of UK startups is recognised as the longest running index of UK businesses, and their awards portfolio is a defined marker of the who’s who of rising businesses and founders.

They have a strong reputation for identifying founders, products and ideas across a number of emerging sectors. And for bringing industry together with annual awards ceremonies.

The Outcome

The new identity went live in 2021 and was rolled out across wider usage in 2022, with a new site, awards design, and social strategy.

I was pleased that we found the balance between the energy and vibrancy of the sector, and an editorial, human anchor that was key to the final development.

The new visual direction offered more space for social movement and usage.. The brand is now equipped to capture audiences in short form, digestible content, that continues to seek to put the voice of UK startups on the map.

Project Deliverables

Brand core
Fresh language set
New visual identity
Organic & paid social strategy
Refreshed online experience
Awards & events programme

Role: Creative Director & Brand Direction

Projects

Projects