Fresh From The Field — Rapt! Branding – By Husk Creative
Fresh from the Field is a weekly article series sharing the fresh and inspiring work of our Aotearoa Design Assembly community.
Featuring hand-drawn illustrations and language that reflect the essence of joy, Husk Creative walk us through their recent work for Rapt!
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Design company, MacWork, and signage business, Designation, merged in 2023 and thus needed some strategic creative to forge a new identity that represented the combined power of both. The new brand needed to make sense of both businesses becoming one, while providing a compelling offering that would engage and excite their team and clients. As good friends of ours, they came straight to Husk for help.
The Design Response
Enter the Huskies stage left, armed with favoured tools in our belts. Using our customer Brand Perception Survey, Brand Positioning Workshop and Brand Think Tank process, we collaborated to define the essence and pitch of the combined brands, built around a fun brand promise – ‘you will be thoroughly stoked.’
A name and tagline brainstorming session produced the strong, bold and memorable new company name – Rapt! – and that brings us joy for a multitude of reasons.
Firstly, we love the play on words. ‘Rapt’ means to be deeply engrossed or absorbed, transported with emotion or rapt with joy. ‘It’s a wrap’ means to deliver, finish or achieve something (on time and budget, of course). It also nods to the wrapping of vehicles, morphing them into mobile billboards. Plus, it’s short, punchy and memorable. Good times!
The brand landscape is fun and bright, featuring hand-drawn illustrations and language that reflect the essence of joy. Humour naturally holds hands with happiness, so this the brand language feels human, full of personality and of course, includes puns galore.
Bold and blocky typography hosts strong yet conversational statements, juxtaposed with a flowing handwritten font that detail ‘chuffed’ reviews, letting happy customers tell the story.
The colour palette is bright and invigorating, using softened primary colours with white to contrast. The layering of background paper textures again allude to posters, billboards and stickers, wrapped around poles, powerfully intent to make a statement.
The logo itself plays with perspective to allude to represent signage itself and includes the invitation to ‘love your de/sign’ – a subtle merge of the two offerings. The exclamation mark adds to the sense of elation, underscoring the power of the positive customer experience.
From go to woah, this was one of the most fun projects we have ever done – and of course, Husk was Rapt to be part of it!
The Design Team
Louise Giles + Sarah Husband
@huskcreative for all 🙂
The Client Team
Designation – designation.co.nz
MacWork – macwork.co.nz
who became Rapt! – rapt.co.nz