Reimagining Branding for Creative Europe: A Design Insight

Explore how andstudio agency redefined branding and visual identity for Creative Europe's Lithuanian Office, embodying cultural diversity and artistic collaboration.

The Lithuanian office of the European Union program "Creative Europe," or Kūrybiškos Europos Biuras, serves a pivotal role in promoting cultural and linguistic diversity. It fosters artistic collaborations across Europe, aiding in the development, distribution, and promotion of European content and media literacy. Despite its significant cultural influence, Kūrybiškos Europos Biuras faced a challenge: its visual identity did not fully represent its extensive cultural portfolio.

Typically, Creative Europe desks maintain a subdued visual identity, often incorporating the EU flag and prioritizing space for photography. This standard approach, while functional, rarely offers a unique or vibrant identity. Recognizing this gap, andstudio agency embarked on a mission to ensure Kūrybiškos Europos Biuras not only stood out but also retained its modern recognizability.

The agency’s approach was innovative yet respectful of existing elements. The EU flag, a central aspect of the brand, was reinterpreted into squares. These squares, resembling blank pages or canvases, symbolize new possibilities and potential. This metaphorical representation was further enhanced by incorporating icons derived from the logotype's character. These icons, resembling “blank pages,” are integral in depicting the unfolding process, resonating with the concept of daily cultural growth.

The choice of typography and color palette played a crucial role in this transformation. The aim was not just to create a visual appeal but to underline the brand's unique character. The new typography and colors harmonize with the photography style, adding depth and dimension to the brand's narrative.

Now, the visual identity of Kūrybiškos Europos Biuras radiates dynamism and vibrancy. It mirrors a community that is constantly evolving, marked by transparency and effective communication. The brand reflects its distinct activities, standing as a testament to the cultural richness it aims to promote.

Through this redesign, andstudio agency delivered not just a branding system but a communication design that resonates with the office's mission and values. It's a perfect example of how thoughtful design can elevate an organization's identity, making it a beacon of cultural diversity and artistic collaboration.