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

Refreshing and repositioning a much-respected membership organisation

The Authors’ Licensing and Collecting Society (ALCS) is a unique not-for-profit organisation set up to benefit writers of every kind — collecting money owed for the secondary use of their work, advocating for their rights, and ensuring those rights are respected and fairly rewarded. Passionately championing authors and their creativity since 1977, ALCS also promotes and teaches the principles of copyright, lobbies for a fair deal, and today represents over 130,000 members. In total, more than £700 million has been paid to writers.

With membership growth and a diversified strategic outlook, the organisation recognised the need to refresh its brand identity. Our engagement covered the full breadth of that undertaking: brand evaluation and strategy, positioning, identity design and development, visual language and application, brand guidelines, iconography, typography, tone of voice, art direction, motion, photography, video, social media, and large-format — alongside consultation, planning, and project management throughout.

Central to the new identity is a powerful, flexible visual language built for coherence across every channel. Proprietary shape assets work seamlessly across social media, web, motion, and print. A structured asset library of layered vector illustrations — organised across three thematic categories (Money, Policy, and Members) — adds context and visual depth to communications. A comprehensive icon library further supports content, messaging, and navigational structure across all touchpoints.

The result is a strong, adaptable brand scheme that ALCS has embraced with confidence — one that brings clarity and consistency to an organisation with many facets, and the visual ambition to match its purpose.

…

“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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