Reeves

How can a traditional brand be reframed to inspire today’s creative lifestyles?

For the 'Maker Generation' - confident, connected and expressive Millennials - the act of creating is no longer limited to the arts or the domain of the artistic, but rather an exploration of identity, an avenue for self-expression and a form of release in an overly digitised world. Heritage art brand, Reeves needed a new visual identity to re-establish an emotional connection with this new generation of creatives.

Reeves

With an identity that has remained largely untouched for more than 250 years, heritage art brand, Reeves, needed to re-establish 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 democratisation 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.

Characterised by a cleaner typeface, colourful 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.

Client

ColArt

Mode of life

Leisure

Media inquiries
Chantal Goodman
chantal@pearlfisher.com
 
London
+44 (0)20 7603 8666
New business inquiries
Jamie Chalmers
briefldn@pearlfisher.com
Media inquiries
Chloe Wood
chloe@pearlfisher.com
 
New York
+1 212 604 0601
New business inquiries
Lauren Vellek
briefnyc@pearlfisher.com
Media inquiries
Chloe Wood
chloe@pearlfisher.com
 
San Francisco
+1(415) 757-5010
New business inquiries
Paula Murray
briefsf@pearlfisher.com
Media inquiries
Chloe Wood
chloe@pearlfisher.com
 
Copenhagen
+45 70 222 640
New business inquiries
David Ramskov Hansen
david@pearlfisher.com