C l i e n t — H E L P M U S i C I A N S
w h a t t h e y d o — An independent UK charity that has been supporting professional musicians for over 100 years, providing financial assistance, health and wellbeing services, career development and creative opportunities.
d e l i v e r a b l e s — Brand Identity. Campaign Design. Art Direction. Print Design. Digital Design. Marketing Collateral
o v e r v i e w —
I was tasked with creating a campaign identity for Help Musicians' Career Expansion Programme that would engage musicians, raise awareness of the service and work consistently across print and digital platforms. The identity needed to feel bold, approachable and flexible while aligning with the existing Help Musicians brand and reflecting the creativity of the music industry.
r e s e a r c h a n d d i s c o v e r y —
Before beginning the design process, I explored Help Musicians' existing brand identity and reviewed the objectives of the Career Expansion Programme. The programme centred on growth, opportunity, and support for musicians at pivotal moments in their careers. This research highlighted the importance of creating a visual identity that felt optimistic, contemporary and flexible enough to engage musicians across a range of touchpoints.
f i n a l i d e n t i t y —
The final identity refined the strongest elements from the concept development into a simple, distinctive mark that communicates growth, progression and opportunity. While inspired by the musical double sharp symbol, the design evolved into a more unique and recognisable identity, moving away from resembling an arrow or being mistaken for the letter "X".Rounded corners were introduced to soften the form and ensure it sat comfortably alongside the existing Help Musicians visual identity. The expanding element creates a sense of movement and progression, symbolising musicians taking the next step in their careers while maintaining a strong and balanced central structure.
The detached shape also became a flexible graphic device, used throughout the campaign as a standalone element across layouts, creating a cohesive visual system that could be adapted across print, digital and event materials.
The detached element represents musicians branching out into new opportunities, reinforcing the programme's focus on career expansion and serving as a versatile graphic device throughout the identity.
