BAFTA Guru

What We Did

Brand Identity

Agency

AKQA

Redefining a creative platform for talent enablement

Context

How to rebrand a vast platform, consisting by 12 different creative categories, and maintain a cohesive and coherent brand across the platform, while keeping each category distinct and clear from the other categories?

Challenge

A flexible identity system that becomes a showcase for inspiration and creativity. A dynamic toolkit that comes to life through the work of BAFTA Guru’s roster of ambassadors and advocates. A system filled with colour, pattern and motion, anchored by a self-dividing grid and endless possibilities and adaptable to any content.

"BAFTA Guru shares BAFTA’s core goal of enabling talent in the moving art industries. Where BAFTA formally ‘endowes accolades’ BAFTA Guru provides advice that propels careers and navigates roadblocks with a playful ‘what if’ attitude.

A task to create consistency evolved into a reimagining of the BAFTA Guru branding. A flexible identity that establishes the brand as a leader in supporting young moving art talent between 18–35 years old in the early stages of their careers in Film, TV and Games."

Solution

Drawing inspiration from the theatre's Art Deco style and the distinct shapes found within its architecture – such as the seating areas, circles, stage, and balcony – we crafted a design system that seamlessly integrates these structural elements. The result is a revitalized brand identity that honors the theatre's rich past while embracing the future, inviting audiences to experience the magic and wonder of the performing arts