Imagination is a design-led research centre that explores the future, whether in relation to people, spaces, products or systems. Their work bridges industry, society and policy, driving meaningful change through creativity.

Seven years ago, we helped shape their brand identity, using existing assets like their logo and colour palette. Central to the identity was the ‘spark,’ a symbol of new ideas and the conversations they ignite. Over time, as ImaginationLancaster evolved, so did the need to refresh its identity, one that reflected its ever-adapting nature.

Through a series of workshops and consultations, we worked closely with the team to understand how they saw their brand evolving. One key insight emerged. The ‘spark’ was more than just a moment of inspiration. It represented the entire creative process. The brand needed to feel more fluid and adaptable, shifting away from the sharper, more rigid version of the ‘spark’ to something that better reflected movement, exploration and collaboration.

To guide this evolution, we established five key brand pillars. Creators, Educators, Collaborators, Forward Thinkers and Explorers. These principles provided a strong foundation for developing the visual language, ensuring the brand felt both meaningful and flexible.

With the new strategy in place, we reimagined the ‘spark’ as a more organic and flowing element, symbolising both the beginning of an idea and the journey of bringing it to life. The new identity wasn’t confined to a single static logo. Instead, there were multiple variations to choose from, giving the brand a sense of versatility and movement. This approach reinforced Imagination’s ever-evolving nature, allowing them to adapt their visual identity depending on context and application.

The refreshed identity extended across illustrations, a refined graphic toolkit and new brand assets, giving the team a flexible system that could grow with them. By evolving the brand, we helped them continue to push boundaries, ensuring their identity reflects not just where they are today but where they are headed next.

List of services:
+ Brand development + Brand workshops and consultations
+ Film + Animation + Photography
+ Graphic toolkit + Brand Guidelines