The objective
Founded by musician Eric Clapton, the annual Crossroads Music Festival
wanted to expand their fundraising activities to engage with the mass audience and build relationships with grassroots musicians.
They needed a vibrant brand and platform to introduce this new movement they wanted to create, as although it was connected to Crossroads they saw it as something new and different. They needed to build a brand and a platform from the ground up to raise awareness of abstinence-based recovery.
Founded by musician Eric Clapton, the annual Crossroads Music Festival
wanted to expand their fundraising activities to engage with the mass audience and build relationships with grassroots musicians.
They needed a vibrant brand and platform to introduce this new movement they wanted to create, as although it was connected to Crossroads they saw it as something new and different. They needed to build a brand and a platform from the ground up to raise awareness of abstinence-based recovery.
The deliverables
Discovery session. Working closely with the client to understand the brand brief - their vision, mission and values.
Name workshopping. I understood that the brand needed to be active and vibrant. Something that cleverly balances the influence that sound and music has on the movement, with the need for service users to be positive and present for an effective recovery. Therefore Turn Up for Recovery (TUFR) was born.
Concept and logo design. I sketched various brand and logo concepts, and over time we refined the final logo which again reflects their active and vibrant brand through the volume/amplifier design.
Merchandise, social media and logo animation. When we had a final design approved, I created various designs that bring to life the TUFR brand and spur engagement within their audience.
Role: Brand designer
The final logo
The logo is intended to represent the many facets of Turn Up For Recovery.
The use of a volume dimer is meant to reveal the active and vibrant environment that the brand works in; whilst the upwards placement offers a sense of pioneering and discovery.
Brand application
A logo is essential – in some cases, it may act as the first introduction between Turn Up For Recovery and a user. First impressions matter therefore I created a series of brand collaterals for the client to use.
Logo animation
The logo has been designed to be effective primarily in a digital setting, but also broadly across all touch-points. With the help of an animation, I added motion that underlines the logos' visual pillars.
Early concepts
During the branding process, I explored other brands that work directly within the same cause as the TUFR brand and sketched various concepts that might be fit for purpose.
Out in the wild
