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Digital Catapult is an initiative that supports growth within the UK’s digital economy. After the successful branding of Augmentor, a government-funded mentorship programme for digital start-ups, Nalla were asked to create an identity for a second exciting project.

CreativeXR, developed with the help of Arts Council England, provides a platform for development and experimentation to companies creating immersive content via Virtual, Augmented and Mixed reality technologies. The programme is aimed at content creators and top commissioners, such as Google, Sony Playstation and Arte. Both audiences had to be considered when developing the brand; Nalla had to carefully balance a sense of playfulness, a space where risks are encouraged, while remaining authoritative and trusted.
Nalla created an identity which plays upon the three-dimensional nature of VR/AR. The simplistic wordmark translates into a bold graphic language, bringing the C, X and R to life through perspective, colour and movement. These dynamic assets bring a sense of depth to both digital and printed communications.

With a tight turnaround time, Nalla have provided a range of branded collateral. A fully editable website allows for easy updates throughout the course of the programme, a mini brand toolkit ensures the brand is used thoughtfully and consistently in the future, playful animations that sit across the site and social media channels add personality and excitement.

Since launching, the six initial briefing sessions for potential applicants sold out in the majority of locations. Online interest has far exceeded expectation. We can’t wait to see what fantastic projects are developed as part of this programme!

“CreativeXR kick-started at rapid pace. Since launching the awesome website and branding with Nalla just 3 weeks ago, we have now had 650 applications of interest on the website! We completed a tour of 6 cities in the UK to promote the virtual reality programme, using the artwork and branding to support the roadshow. Over 500 people attended around the country - with many compliments to the fresh look and feel of the brand. I am so glad to have an image that appropriately represents the energy, innovation and vision felt by the immersive industry today.”
Emily Savage, Programme Coordinator - Immersive