Quiet Storm
hooked brand ID
A brave new brand identity for a brave new world of content creators.
Some background
If you grew up in the ’90s, you’ll know what it’s like to have been ‘Tango’d’. It became a real cultural moment – playgrounds, headlines, regulators, and the phrase “You’ve been Tango’d” lodged firmly in the national psyche. Naturally, Trevor Robinson is a hero of mine, so I was chuffed to be asked to help his agency, Quiet Storm, define the identity for a new sister content company called hooked.
The brief
Hooked certainly isn’t your traditional advertising agency. Their mantra is to “plan like a marketer, create like a film start-up and distribute like an influencer”. This modern attitude towards content creation needed to shine through in the brand identity. My job was to help the senior team define how these progressive values could be brought to life, whilst not forgetting the companies’ lineage.
The challenge
To embody the spirit of the Rebel archetype in a brand identity that isn’t dysfunctional.
The solution
Drawing on the brand’s core values, we developed a bold and provocative identity that truly walked the walk. From dynamic video idents to impactful messaging and design, every element reinforced the brand’s expertise in engagement. By making the identity inherently shareable and interactive, we ensured it wasn’t just seen but actively experienced. Success was measured through key metrics such as engagement rates, reach, conversions, and ROI, demonstrating the brand’s ability to create meaningful connections.
Typography
Where Quiet Storm use a refined version of Futura, for 'hooked' we chose to be more bold.
Brand engagement
This needs to be provocative and relevant to the audience across all touch points, inspiring a conversation rather than reacting to one. The beauty of having such a responsive brand identity is that it can evolve seamlessly with the business, rather than staying static.
Visual communication
Needs to be considered and well constructed but not laboured. Design should feel spontaneous, energetic and alive. Information has to be accurate and relevant but by no means dull.