Creatie personality brands issue – Exploring the world of personality brands

A quarterly design and advertising magazine, Creatie celebrates the variety of voices in the creative industries by adopting a new guest editor for each issue. When Tom Dorresteijn, Studio Dumbar’s Strategy Director, was invited to take charge of their Autumn 2014 edition, he chose Personality Brands as his theme. In a first for Creatie, Dorresteijn convinced the publishers to relinquish their design duties, allowing Studio Dumbar to create a complete visual statement that truly reflects the central theme. Tom wrote most of the interviews, while our creatives curated regular features such as New Talent.

Strategy
The issue examines the behaviour that differentiates ‘Personality Brands’ from ‘Professional Brands’. The latter behave in a rational, strategic manner (Microsoft, for example), while ‘Personality Brands’ behave in a more emotive way – brands that are “in your heart” rather than “in your face”; brands that are “brought to life by design”. This attitude informed our approach to both content and design.

Design
A visual feast from cover to cover, ‘Personality Brands’ is driven by a blend of bold typographic styles including punchy, confident headlines. The type styles change throughout the magazine to reflect the central theme of the issue. The typography is supported by a strong, vibrant colour palette and engaging photography.

Results
Described by the publisher as a “unique masterpiece”, ‘Personality Brands’ launched with an event in Amsterdam and motion graphics (also created by Studio Dumbar), with animated slogans introducing the core themes of the issue.