Jon Averill Studio


Archetype Rebrand
Art Direction & Strategy

Archetype are a promotion/events production company. They're involved in projects such as The Beatyard Festival, Samhain, Life Festival & venues such as District 8 & Index. 

They approached me with a view to updating their current logo & website.
After discussing what they wanted to achieve it became clear that what was needed was to create a unified branding system, alongside a long term strategy to develop their business to become more visible, recognisable, & respected in their field.

I first looked at creating a logo system, working with designer Al Kennington who created a few options on the symbol – from this I identified a form that I felt reflected various facets of Archetype. It had a subtle 'A' shape in it's shape & also suggested building/collaboration & construction (from it's scaffolding like structure) as well as adaptability. 

I chose a palette which represented the industrial side of what they do with it's predominant bright orange – to emphasise reliability but also needed to create a large variety of variations that we could apply to the ever growing range of formats needed for a multi-platform brand.

When approaching the website the client suggested putting as much information up as possible about their events & services. I felt this was not the right strategy as nobody really reads that much information on a website & it would have required building lots of pages which would have not have been practical for project's budget.

I suggested we could communicate a much broader overview in the short time people spend on a site through a more visual method – for the most recent projects we could use summation videos & to show their clubs & festivals just a rollover video & also a link each separate brand.
This was to work on a modular way where we can adapt & update videos which can keep the site fresh without the need for regular redesigns. 

I tried to encourage engagement with new clients with a 'talk to us' button on every page & then a system of follow ups where we created targeted PDF documents which focused on specific events. These were to be sent to clients after initial engagement with far more details tailored to the style of event they're looking to put on. 


"I suggested we could communicate a much broader overview in the short time people are on the site through a more visual method"


After completing the digital brand I then had to consider how we could adapt it to across various assets for staff & crew. These included high quality staff clothing, site wear & other not so obvious items such as hazard tape, hi-vis vests, bags & jackets – items that would not be part of the stage 1 of the rebrand, but still needed to be considered. Even subtle use of the Archetype mark will help increase recognition of the brand.

I also had to create a huge suite of logos to adapt to all possible sizes & situations. A selection of logos just for social media (where we removed the 'Archetype' type & used the symbol on it's own as the type would not be visible at smaller screen sizes) & I also had to consider other applications such as the office & on site environments. For example a strong orange would not be ideal around the workplace (see EasyJet/EasyCruise) so a more subtle mono version was used in this case.


"I tried to develop a flexible palette that had references to colours related to industry,"


Working with a client who initially did not see the benefits of a full rebrand & integrated strategy the process was also about convincing them that this should be a tool to increase their business rather than an expense & inconvenience.  

Overall I believe we created a very strong rebrand, & one which has been designed in a modular way that fits Archetypes style & pace of work & is adaptable to any future projects.