With an identity that has remained largely untouched for more than 250 years, heritage art brand, Reeves, needed to reestablish its emotional connection with its Millennial audience.
Considering the role that creativity plays in the life of the 'maker generation,' we've transformed Reeves' focus from the discipline of art to the democratization of creativity. Confident, connected and expressive, millennials exemplify a lifestyle in which creativity is instinctual: a state of mind as opposed to a qualification. To bring this to life, we repositioned Reeves as a lifestyle brand that embodies a shift from ‘artistic creation’ to ‘self-expression’, and manifests itself across four key touchpoints: Design, Communication, Innovation and Experience.
Characterized by a cleaner typeface, colorful coding system and bold wordmark in which the ‘R’ evokes a framed corner, the visual language we developed reflects the brand’s evolution from dusty and dated to being all about framing creativity and celebrating spontaneous creation. We've extended this idea into the digital space with a brand new website that serves as a space for inspiration in which creators at both ends of the artistic spectrum can interact with the brand.