The Seer.info, an online directory for creative individuals and organisations in London needed a brand that would excite and appeal to those involved in the arts scene.

The Seer.info was first launched as a pilot website in March 2004 by the London Borough of Brent, the Royal Borough of Kensington & Chelsea and Arts Council England, London. In its first year over 600 individuals, arts organisations and venues from the two boroughs registered their details. Following the website’s initial success, London’s local authority Arts teams who manage the site approached us to view their digital strategy. They wanted to a launch a new robust website with a new identity that would clearly position them within the arts scene in London.

In order to ascertain the values and missions of the Seer brand, a number of consultation sessions were held with the executive team. Although a pilot website had existed the site did not possess a clear brand; we were set the task of creating a fresh look for this online directory. Developing on their existing identity we looked at how we could create a brand that would sit comfortably within the various art disciplines that Seer supported. Each discipline needed an individual icon that would compliment the main logo.

After a number of rounds of designs, the new look was unveiled with the launch of the improved website in early 2006. We designed a brand and a logo that was flexible to represent the attitudes and values of the various disciplines. There are eight icons for the eight art disciplines. Each icon is a slight variation in colour and style of the main Seer logo.