Beyond the Frame

Brand Identity & Advertising

Norwich University of the Arts’ Beyond the Frame competition invites young photographers from across the UK to enter their best images in response to that year’s theme. Run in collaboration with Canon, it’s judged by industry-leading photographers, and the best entrants win top-of-the-range Canon camera equipment.

We were asked to create a stand-out brand identity and accompanying campaign to promote the competition and attract new audiences, that reflected the creativity of the entrants and the spirit of the competition itself.

We started, of course, with great photography – images to catch the eye and fire the imagination. Then, taking inspiration from the idea of the ‘frame’ in the competition title, we created a flexible logo wordmark – a simple rectangle that interrupts the bold typography to ‘frame’ a face or other point of detail on the image it overlays. This creates the brief illusion of magnification, which draws the eye and captures attention, and its versatility means it can seamlessly adapt to any image across any channel.

Using the logo wordmark, we then created a series of posters, leaflets, and digital adverts, as well as designing the competition website.