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Strategic identity and branding programme for a not-for-profit that fights for writers’ rights

Refreshing and repositioning a much-respected membership organisation

Authors’ Licensing and Collecting Society (ALCS) is a unique not-for-profit organisation set up for the benefit of all types of writers, collecting money due for secondary uses of writers’ work.

Passionately advocating and lobbying for writers’ rights since 1977, ALCS is designed to support authors and their creativity, ensure they receive fair payment, and see those rights are respected and rewarded. In addition, it promotes and teaches the principles of copyright and campaigns for a fair deal. Today, ALCS represents over 115,000+ members and in total has paid over £600 million to writers.

With membership growth and diversified strategies in place, the organisation recognised a need to refresh their existing brand identity. Our engagement focused on reviewing and developing a comprehensive new identity and brand scheme including the process of defining the business and how it communicates to its audience.

Inclusive to consultation, planning and project management, extent of executed work comprised brand evaluation and strategy, positioning, design and development of a new identity, comprehensive brand styling and visual application, illustrations, a full set of brand guidelines, extensive tool-kit of master artwork, art direction, motion, social media, photography, video, large-format, tone of voice and written style guide.

With membership and activities continually growing, the new identity and flexible brand scheme has been championed by ALCS. It has provided a strong visual language that helps to coherently support and promote the organisation’s various facets.

“Minx Creative has helped us to completely redevelop our company brand. We have been incredibly happy with the work that they’ve done for us. Roz and the team always manage to come up with creative and imaginative but also workable and practical solutions to whatever our brief has been.

There’s always an element of surprise with everything that they have delivered for us and they really push the boundaries creatively. On a practical level too we’ve always been very happy with their project management, never failing to keep to deadlines and managing us to ensure that we do the same; making sure that overall deadlines are consistently met.”

Alison Baxter
Head of Communications


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    Authors' Licensing and Collecting Society

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ALCS identity and branding