Join Now, Magritti
Format
Brand Identity · Brand Application · Ambient OOH
Location
London
Disciplines
Brand Identity · Art Direction · Illustration · Print Production · Motion
Role
Creative Strategist · Art Director · Producer
Context
London is a difficult place for a new studio to be seen. Most launches enter through the same digital channels, using the same visual shorthand, in feeds already crowded with brand announcements. For Magritti, adding another image to that stream was not enough.
The studio was built on a different premise: that flowers and botanical forms are not just inspiration, but the original way people made ordinary things look intentional. The launch needed to turn that idea into something visible, physical and repeatable.
London’s public green space gave the project its first territory. According to the Greater London Authority, around 20% of Greater London is public green space, with more than 3,000 parks across the city. For a studio built on botanical observation, that was not background. It was the launch environment.
'Join Now, Magritti' treated the postcard as a small public object rather than a disposable announcement. Each one was placed, photographed on site, and posted online, allowing the studio to exist in a physical setting before it became an online presence.
Strategy
Turn a botanical archive into Magritti's first brand identity, and make that identity the campaign itself, carried across print, public placement, and social content.
Execution
Logo — Hibiscus archive traced into the studio’s first mark.
Identity — Visual identity system and digital illustrations.
Collateral — Physical postcards and branded packaging tape.
Placement — Print placed across London’s green spaces.
Social — Static posts and short-form video.
Context
London is a difficult place for a new studio to be seen. Most launches enter through the same digital channels, using the same visual shorthand, in feeds already crowded with brand announcements. For Magritti, adding another image to that stream was not enough.
The studio was built on a different premise: that flowers and botanical forms are not just inspiration, but the original way people made ordinary things look intentional. The launch needed to turn that idea into something visible, physical and repeatable.
London’s public green space gave the project its first territory. According to the Greater London Authority, around 20% of Greater London is public green space, with more than 3,000 parks across the city. For a studio built on botanical observation, that was not background. It was the launch environment.
'Join Now, Magritti' treated the postcard as a small public object rather than a disposable announcement. Each one was placed, photographed on site, and posted online, allowing the studio to exist in a physical setting before it became an online presence.
Strategy
Turn a botanical archive into Magritti's first brand identity, and make that identity the campaign itself, carried across print, public placement, and social content.
Execution
Logo — Hibiscus archive traced into the studio’s first mark.
Identity — Visual identity system and digital illustrations.
Collateral — Physical postcards and branded packaging tape.
Placement — Print placed across London’s green spaces.
Social — Static posts and short-form video.
Context
London is a difficult place for a new studio to be seen. Most launches enter through the same digital channels, using the same visual shorthand, in feeds already crowded with brand announcements. For Magritti, adding another image to that stream was not enough.
The studio was built on a different premise: that flowers and botanical forms are not just inspiration, but the original way people made ordinary things look intentional. The launch needed to turn that idea into something visible, physical and repeatable.
London’s public green space gave the project its first territory. According to the Greater London Authority, around 20% of Greater London is public green space, with more than 3,000 parks across the city. For a studio built on botanical observation, that was not background. It was the launch environment.
'Join Now, Magritti' treated the postcard as a small public object rather than a disposable announcement. Each one was placed, photographed on site, and posted online, allowing the studio to exist in a physical setting before it became an online presence.
Strategy
Turn a botanical archive into Magritti's first brand identity, and make that identity the campaign itself, carried across print, public placement, and social content.
Execution
Logo — Hibiscus archive traced into the studio’s first mark.
Identity — Visual identity system and digital illustrations.
Collateral — Physical postcards and branded packaging tape.
Placement — Print placed across London’s green spaces.
Social — Static posts and short-form video.
Impact
Audience expansion
Across selected launch posts and short-form video, views from non-followers ranged from 52.7% to 83.5%, achieved through organic distribution alone. The most-viewed piece reached 1,918 views, the large majority of them from outside the studio's existing audience.
Launch system
The project set Magritti's first working launch system: one logo, one printed object, placed in context and carried into social content.
Organic performance. Instagram insights.
83.5%
Peak non-follower views
