Branding studio Ragged Edge explain how they created an 'unbrand' that expresses the area's creative spirit.
London's Camden Market has long been celebrated for its anarchic spirit and commitment to creativity, and this was the message that specialist branding studio Ragged Edge worked to capture when it was tasked with putting together a new identity.
"Instead of a corporate brand system, we set out to create a toolkit for self-expression; a kind of 'unbrand'," smiles the studio's co-founder Max Ottignon.
The solution the team came up with was a flexible set of tools, comprising two custom fonts, a brand frame, a geometric pattern based on the negative spaces within the typeface, and a black and white colour palette. It was presented to the Camden Market team with strict instructions: "If you’re not experimenting with our brand, pushing its boundaries, you're not doing it right."
Nick is a content strategist and copywriter. He has worked with world-class agencies including Superunion, Wolff Olins and Vault49 on brand storytelling, tone of voice and verbal strategy for global brands such as Virgin, Pepsi and TikTok. Nick launched the Brand Impact Awards in 2013 while editor of Computer Arts, and remains chair of judges. He's written for Creative Bloq on design and branding matters since the site's launch.