The Challenge
CueBall was engaged to create the identity for a new platform built to support Australia’s creative community through resources, inspiration and education. The initial direction was heavily influenced by existing brands and visual trends. We saw an opportunity to go deeper — creating an identity with its own story, purpose and room to evolve. The question that shaped the project became simple: where does creativity come from?
CueBall was engaged to create the identity for a new platform built to support Australia’s creative community through resources, inspiration and education. The initial direction was heavily influenced by existing brands and visual trends. We saw an opportunity to go deeper — creating an identity with its own story, purpose and room to evolve. The question that shaped the project became simple: where does creativity come from?
CLIENT
BLUBOX
YEAR
2020
SERVICES
Brand Strategy Brand Identity Illustration UI Design User Experience
ROLE
Brand Identity
The Approach
We traced creativity back to its beginnings — the toys, stories, games, people and experiences that shape our imagination long before we call ourselves creatives. That idea became the foundation of the identity. A playful, expressive visual system inspired by curiosity, experimentation and the imperfect nature of making things. Rather than following the aesthetics of the creative industry, we built a brand around the experience of being creative itself. The result: a distinctive identity built on a universal idea — every creative journey starts with curiosity.
We traced creativity back to its beginnings — the toys, stories, games, people and experiences that shape our imagination long before we call ourselves creatives. That idea became the foundation of the identity. A playful, expressive visual system inspired by curiosity, experimentation and the imperfect nature of making things. Rather than following the aesthetics of the creative industry, we built a brand around the experience of being creative itself. The result: a distinctive identity built on a universal idea — every creative journey starts with curiosity.
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