I worked as Art Director and design support alongside Creative Director Jess Cluff and Playmake Studios to evolve Poem’s brand identity, guided by a clear brief: to make it feel more human.

Rather than reinventing the brand, we focused on building on what already worked, translating Poem’s evolving ethos into a flexible visual system that could live confidently across social and brand touchpoints.

Using existing brand elements, including the ‘eyes’ within the M, we created attention-seeking, culturally led work across social channels and creds documents, helping Poem express its personality and point of view.

The result is a considered brand refresh that gives Poem more room to move and better reflects the kind of work they create.