freuds id: The Year So Far

2021 has been an interesting year for us all so far and we are very proud of the fantastic work the id team has created over the past six months.


With a varied mix of branding, social, editorial, illustration and animation, the team have been as busy as ever working with some great clients across some truly amazing campaigns.


Here’s a sneak peek into the working lives of freuds id, including a look back at some of our highlights from the past six months. Enjoy!


Lewis Hamilton | The Hamilton Commission Report


A moment to be proud of for both the id team and the entire Brewery. Earlier this year, The Hamilton Commission launched its first ever report, Accelerating Change: Improving Representation of Black People in UK. The Commission was launched last year by Lewis Hamilton in partnership with the Royal Academy of Engineering, and set out to explore the barriers preventing Black people from entering the industry and, crucially, provide actionable recommendations to overcome them.


RMI | Brand Identity


Formally the Rocky Mountain Institute, we helped the company to rebrand as RMI.


Working in collaboration with RMI’s in-house design and marketing team, we created an international identity for RMI that retains the heritage of the previous identity and evolves it into a clean, refined and modern brand.

The logomark combines the letters R, M and I within mountain shapes representing those at Basalt, Colorado (RMI HQ), and these are coloured using RMI’s heritage blue and a complementary energetic teal.


NHS x Facebook | Social Stickers


Ahead of the national COVID-19 vaccination launch, we took on a project to working with the Cabinet Office to create a suite of social stickers for both Facebook and Instagram. Users would be able to add these stickers on either platform to tag and share when they have received their covid vaccinations.


We created a range of stickers that were not only NHS focused, but also Aardman, Beano, Charlie Mackesy, and Premier League branded. On top of that, we then produced all the stickers in 13 different worldwide languages!


You Can Adopt | Brother and Sisters Campaign Socials


We’ve been working with You Can Adopt since early 2020 when we initially created their brand identity. Since then, we’ve gone on to support them on a number of projects, most recently with their Brothers and Sisters campaign where we created a number of assets which have been used on both the clients website and social platforms.


Coty | International Women’s Day Socials


It’s always great to work on illustration based briefs, so we were thrilled to support Coty on their International Women’s Day socials. In addition to the various socials we produced, we also created further collateral including email signatures, soundbites, banners, screen locks, and workplace assets.


NHS - Test and Trace Animations


Back in March 2020, at the beginning of the COVID-19 outbreak, we supported the NHS by producing number of video animations for various different covid related campaigns.


Many of these animations were focused on the Test and Trace app including; general public confidence, confidence in care homes, confidence around children, how to use lateral flow devices, what to do when getting tested a pooling stations, and how to use the test and trace app.


Vodafone | Vodafone Foundation 30th Anniversary


One of our favourite projects of the year was creating a number of bespoke illustrations for a special Moleskine notebook that was produced to celebrate The Vodafone Foundation’s 30th anniversary.

Since launching in 1991, The Vodafone Foundation has evolved to harness the power of giving and connectivity to change lives, provide help to those who need it and empower people to realise their potential. The notebook is specially designed to celebrate the people, programmes and partners that have got them to this point.


All proceeds from the notebook go to their Your Planet campaign, supporting charities using conservation technology to protect our world. You can show your support to the foundation buy purchasing your own Moleskine notebook here!


B&Q | Gardener of the Year Campaign


If you somehow missed B&Q’s Gardener of the Year campaign this summer, then where have you been? Back in May, B&Q were seeking to crown their very own GOTY who would go on to win a whopping £10,000 cash prize, free plants for 10 years and, of course, the coveted B&Q Golden Trowel!

With 1,800 entries, the B&Q team hosted a judging day at our freuds HQ with the judging panel; comedian Jim Moir (better known to you all as Vic Reeves), RHS experts Matt Childs and Humaira Ikram and B&Q Outdoor Category Director Steve Guy. They spent the day trawling through the entries to choose B&Q Gardener of the Year as well as picking four runner’s up and naming the winner of B&Q Community Garden of the year.


We were responsible for all the social output for this campaign, creating a huge amount of interactive content for Instagram, Facebook, Twitter and Pinterest channels. Take a look at some of the best entries on the microsite.


MSD | ‘Do it For Yourself’ campaign

Since November 2020 we’ve been working with MSD to support the rollout of a new campaign called ‘Do it For Yourself’, designed to raise awareness of key symptoms of lung cancer in an effort to drive early diagnosis and combat the impact COVID-19 has had on this patient population. ‘Do it For Yourself’ aimed to educate the public and encourage people to visit a doctor if something isn’t right, based on the insight that many people had become DIYers during the pandemic – taking on new home improvement projects – while potentially neglecting their health. The multi-channel campaign needed simple, standout visuals to engage and reassure. Following a successful rollout in the north of England, we’re proud to have been able to help bring this campaign to 8 more regions across the UK (with the campaign soon set to go international as well!)


McCain x Family Fund | The Nations Conversations Report

Back in February we were approached by McCain to create the Nations Conversations report. The report highlighted their commitment to donating £1 million to Family Fund by 2023 to help them reach their goal of providing 150,000 grants & services to UK families with disabled and seriously ill children.


freuds | Love Wins journal and socials feat. Charlie Mackesy

More people have experienced a mental health crisis in the past year than ever before. To mark UK Mental Health Awareness Week, freuds published How Love Wins, a journal that examines just how we've changed. Working in collaboration with the illustrator and author Charlie Mackesy, we created a journal which aims to bring to life the personal and professional insights about openness, kindness and vulnerability from an extraordinary range of contributors. The report is now available to read via the freuds journal website.


freuds | B Corp report

freuds is proud to be a certified B-Corp. freuds is the largest global communications company to “meet the highest standards of verified social and environmental performance, public transparency, and legal accountability to balance profit and purpose.”

In 2019, freuds reoriented their organisational strategy to integrate the SDGs across their business, making them central to client counsel and dedicating £1million to pro-bono, Global Goals-focused work.


Since certifying as a B Corporation at the start of 2020, we were able to support the agency by creating their first annual B Corp Impact Report. We hope you enjoy reading it and, in the words of our CEO Arlo, “if 2020 was the wake-up call, then 2021 is the year to act". Read the report here.


Farebrother | Branding

freuds id was approached by commercial property agent, Farebrother to create an identity, brochure and website for a warehouse development in Farringdon. We extensively researched the history of the local area and the building itself, originally a sausage casing factory, with the final design encompassing elements of colour inspired by Smithfields Market such as ‘copper roof green’, ‘apron blue’, and ‘marble white’. The wordmark draws inspiration from the round feature window in the building with the ‘o’ accented by the underscore and the stacked numbers take inspiration from old weights and measures. Take a look at the final result here.


The Greenhouse | Brand Identity

We were asked to create a brand identity for The Greenhouse. Part of The Brewery, it is a new consultancy solution for brands looking to enter and navigate the cannabis sector, especially FMCG businesses.


Using the colour green was important to the identity, for obvious reasons, but we opted for a softer and more sophisticated palette to compliment the simplistic nature of the ‘greenhouse’ mark.