We are Magnetic
This week saw the launch of Magnetic’s new company brand. Back in 2020 Fluxx and magneticNorth joined forces with a clear ambition to become the UK’s leading design & innovation company. A singular post-merger identity was of course required, and having it now in-place provides clarity and confidence for clients and team alike.
Brand is one’s reputation. How we look, speak and act underpins everything. Branding is the ‘look’ element of this holy trinity. I’ve attached a couple of images to this post — one is of the branding system and the other is a cheeky one of the design team. I took this on a recent away-day which fell slap-bang in the middle of our final push to deliver said new look. Despite hurtling toward our big delivery deadline you’ll see a joyful, talented group of people, nay friends, enjoying a day out, proud of one another. And no one was prouder than myself.
Like many of the team pictured here, I joined the company shortly after the merger. And despite all of us adjusting to change — be it as new starters or existing members — a rebrand gave us an exciting project to get our teeth into. The team did this with bravery and gusto, working tirelessly on a meaningful and effective solution.
We started by gathering insights, observations, hopes and fears from our colleagues and clients. We analysed competitor brands and how we’d sit among them. What emerged was our core theme: ‘Attraction’, which determined our new name; ‘Magnetic’ — a joining of forces. A positive union.
The new identity comprises the usual elements; logo, colours, fonts and motion all framed within dual “magnetic fields” — one being swirls of colour representing innovation and ideas. The other, coded “magnetic tape”, representing the direction and purpose that we bring to design.
This visual dressing conveys the push and pull of creativity. Both logic and leap. I love these narratives that emerge in a design process while wading through many visual experiments. Such narratives afford meaning to that which might otherwise appear fanciful. They provide company-wide understanding and ownership — essentials for success.
So it’s hats-off to this design team, a talented and “positive” bunch who lovingly crafted and delivered Magnetic’s new fancy garbs.
http://wearemagnetic.com
#design #innovation #brand #launch #creativity #people
