Thisaway: Branding You Can Believe In

Thisaway, the Bath-based creative studio behind projects for Team GB and The Jockey Club, has launched a new identity called "Branding You Can Believe In" — a rethink that favours fundamentals over flash. For music fans, the shift matters because it models how creative partners can build artist-facing work that feels grounded, honest and durable rather than tuned to the latest visual fad.

What changed

The team spent more than a year shaping the relaunch after three years of internal discussion. Instead of chasing a maximalist or futuristic look, they focused on a pared-back visual system: bold typography, a restrained colour palette and layouts that let work breathe. The aim is to foreground ideas and craft rather than gimmick.

The rebrand is driven by a clear operating line: "Truth & Dare." "Truth" describes the research-led listening that surfaces real audience and stakeholder signals. "Dare" is the creative lift that stretches those truths into arresting visual and verbal work. Put simply, the agency pairs rigorous insight with the willingness to take risks.

How it was made

• Client feedback informed the direction: clients emphasised qualities like listening, collaboration and straightforwardness.
• Rather than leaning on AI or CGI for final assets, Thisaway commissioned illustrator Rob Ball to create a set of hand-drawn, "mythical" characters, each given subtle animation to add warmth and craft.
• AI is used selectively in concept and research stages — as an accelerator for early ideas and insight-gathering — but not as a substitute for crafted final assets.

On tone

Founder Graeme Cook sums up the approach bluntly: "Were not snake oil salespeople," he stresses. The new identity aims to be direct and no-nonsense, with small touches of charm and personality woven through.

Why music fans should care

Agencies set the visual language for artists, festivals and labels: logos, merch, tour visuals and storytelling. Thisaway's method — start with honest listening, then dare creatively — is a useful model for anyone who wants artist branding that lasts beyond a single season of trends. Expect work that prioritises clarity, emotional truth and a sense of craft.

The rebrand has also refreshed Thisaway's pitch and credentials materials, and the studio says it intends to use this relaunch as a springboard for bolder client work going forward.