Multivitamin Group have been busy working on the new Creative UK Group website, ensuring CUK remains a driving force for the UK’s creative industries.

The new brand and digital presence bring together the unique Creative UK Group brand identity which Multivitamin Group previously had worked on. As a centralised hub for creative communities, it was essential the website unified different elements of a large and complex organisation. Using the core ethos of unification Multivitamin Group worked to ensure website users would find real creativity embedded in the pages. An element of delight was a priority for the UX UI designs to provide a sense of surprise from the dynamically fluid effects and parts of the motion for the website users. The development and design team let their creativity shine through via their attention to detail giving sparks throughout the new pages. The exciting and new Creative UK Group brand identity shines through the design creating an inspirational and unified interface for users.

The website includes the bespoke font ‘CUK Amplify’ created by Multivitamin Group and has been used all over the creative industries website. The font best captures the care and attention which the organisation leads by. “Shaped through a timeless and accessible grotesk style, subtle humanist qualities gave way for not only a more distinctive result, but one which put people at its core” comments Bob Lloyd, Art Director at Vitamin London.

Multivitamin Group had created various user personas to understand the needs and requirements of CUK visitors. In doing so, they had a deeper understanding of what users hoped to achieve from the creative industries website and ultimately the needs of the wider creative community. Information on the landing pages was given a hierarchical structure to surface content clearly to users. A collaborative effort on creating both a solid brand identity and building a versatile component library ultimately will empower the creative community; with easily accessible resources, funds and knowledge. Brought to life through abstract, expressive visuals and organic 3D visuals the website includes all the opportunities and a wealth of information for the creative industries to utilise.

Commenting on the announcement, Jacob Beckett, Multivitamin Group’s Founder & Executive Creative Director says

“Creative UK needed a dynamic brand that speaks to, and for creatives. which is why we articulated the brand through the core tenet of amplification.

Utilising the visual, sonic and the physical this is a brand that plays homage to all people and disciplines, driving collective power and amplifying our message through human to human connection – creating a brand that we all have equity in. Creative UK’s new brand is a cri de couer – it’s our collective, creative voice.”