The CreativeLive brand serves one core purpose - to be a champion for all creators. Through 5 channels- photo and video, money and life, art and design, music and audio, craft and maker - the cl brand provides access to influencers and industry leaders...Access that helps students realize their dreams while offering real-world tips and tricks to navigating (and succeeding) in the creative world.
Because CreativeLive’s customers couldn’t be more different- from seamstresses in Idaho to drummers from Seattle, articulating their differences actually revealed their similarities. “There’s a creative in all of us” came about when we shined the light on the fact that the answer to every problem starts with a creative way to solve it. No matter how you categorize yourself.
So how do you create an expression that embraces individuality while communicating a consistent Brand message?
Sometimes it’s not about redesigning a logo. It’s about giving it meaning. The first task was to take the legacy behind the identity, and instead of a new concept, a new story was created to help designers and users understand what we were trying to communicate at an emotional level. That CreativeLive, and its library of classes, can give you a window into a new world right in front of you.
Embracing and spotlighting unique stories meant there was a place for everyone.
The CreativeLive expression had to be extendable enough to merchandise classes externally, while flexing into a design system that could inspire students to attend classes across the digital experience.
Surfacing content and understanding the overlaps of lessons from one discipline to another was essential in creating an expression and experience that was always relevant to the end user.
A fresh palette, bold photography and simple yet expressive typography allowed for easy and consistent implementation- an aspect that was essential when maximizing a small (but mighty) creative team. This system was used to promote classes across all categories in CRM campaigns, while feeling custom to the specific discipline or instructor being promoted.
Choosing a photo direction for Chase, the CL instructors and staff was no easy feat considering our platform of being a source of inspiration for creators. The style was intimate and personal, while being recognizable and attainable. Shot by internal photography teams, photography was curated to be used as individual showcases while being part of a broader system.
With video an obvious key touchpoint, the CL brand needed motion considerations and a clear consistent vibe across all digital video mediums.
7+ years in the making, the Creative Live Brand is a story of inspiration, risk and the creative spirit, told through the eyes of photographer and founder Chase Jarvis. This 260 page limited edition book includes creative exercises, influencer interviews and student work, taking the reader through a journey of self discovery and the inception of CreativeLive the company.