Category Archives: Identity

This is no beauty parade; your identity is there to aid recognition and strengthen bonds. It’s the translation of everything a brand stands for into something that incites an emotional response – rallying internal teams behind their flag and uniting customers, fans and followers in the real world.

Buzz Bingo

Truth When Gala Coral Group sold their estate of 130 UK bingo clubs, a splinter group of Gala experts set out to establish a new brand with an immediate nationwide presence and the joy of bingo at its heart. The challenge was to unite existing members and club teams behind a new brand in cherished […]

TUI Marella Discovery

Truth When TUI UK unveiled plans for a new addition to their Marella Cruises fleet, their ambition was not only to modernise the cruise customer experience – but to attract a younger audience of holidaymakers and families on board. Together, we defined a design concept for Marella Discovery that would deliver a range of family-friendly […]


Truth SMYK has been Poland’s favourite toy store for over 50 years – and though its offer has broadened over time, its focus on families has never faltered. SMYK needed a creative review of its overall proposition, brand identity and store design for local markets and for new retail opportunities in the Middle East. Together, […]

Grosvenor Casinos

Truth The UK casino industry is under pressure from high-street sportsbook operators, on and offline. While Grosvenor Casinos has been a trusted presence for over 40 years, we discovered that the brand was speaking louder to a leisure audience than more loyal gamers. To fortify Grosvenor’s business and re-engage target customers, we had to focus […]

Cool Club

Truth Trusted one-stop kids’ shop, SMYK challenged us to transform one of their successful product brands, Cool Club, into a standalone international brand for children’s fashion. By getting the stakeholders together in a creative environment to think, feel and act as parents, aunts, and uncles, we declared an ambition to make Cool Club a kid-centric […]

The Workshop

Truth As the force behind some of the world’s best-loved gaming and entertainment platforms, The Workshop needed to articulate a culture that would inspire and align an international team of coders and creatives. They asked us to redefine their brand proposition and develop an identity that would represent their craftsman’s approach to technology.   Change […]


Truth European mother-and-child retailer Prénatal approached 20.20 to help redefine their brand and create a relevant multichannel shopping experience for 21st century mums. We put the ‘New Mother and Child’ at the heart of the brand, helping Prénatal to focus on the needs and decision-making processes of modern mums. Change We created a fresh retail […]

Arsenal Football Club

Truth Arsenal FC were experiencing issues of ownership over their beloved club crest – so they asked us to design an alternative to properly protect its use and application. With their historic move to the Emirates in the pipeline, we recognized that this project meant more than a new badge; Arsenal needed a next generation […]


Truth Sometimes even the experts need help. In the mid-nineties, food giant Sainsbury’s spent millions trying to revitalise their business without success. Customers simply hadn’t noticed any real change and the business was growing increasingly out of touch. Changing perceptions required a complete overhaul of the Sainsbury’s brand and culture. Change Working closely with the […]


Truth Hobbycraft approached us to create a brand and retail experience just as the revival trend for crafting was building momentum in austerity Britain. We understood that to capture their share of this new market and to differentiate Hobbycraft from supermarkets and online stores, the new brand experience had to showcase the process of crafting, […]