Thisaway gives an award-winning casting agency the leading role with fresh identity

London studio Thisaway has given Kahleen Crawford Casting a brand new look to better reflect how far its come in the last 15 years.

An award-winning casting agency based in London and Glasgow, it has independent, humble roots but has since become one of the best in the business – working with a number of acclaimed directors and gaining a reputation for finding the stars of tomorrow.

The previous brand identity didn't reflect the high profile projects the agency is now involved in; we're talking impressive productions like 'I, Daniel Blake’, ‘His Dark Materials’, ‘Under The Skin’ amongst others. "We needed to develop a new identity that reflected the gravitas and profile of these productions, whilst staying true to the agency's independent film roots," says Graeme Cook, founder of Thisaway.

The concept of the identity was to reflect the scrolling credits seen at the end of a film or TV show. "This gave us a direct link to casting subject matter, whilst also giving us a strong typographic approach to play with across the brand," Graeme adds.

To further emphasise the scrolling credits idea, Thisaway developed an iconic 'K' symbol made from an upward pointing arrow and a rectangle which represents the cast member's name or production title.

To add more "cinematic confidence", the studio went for a minimalist feel for the overall branding. This pared-back identity allows the cinematic imagery from the productions and the calibre of actors to take precedence. And for a little sophistication, Thisaway used a palette of warm brown contrasted with light cream – definitely a more "premium" look and feel.

Speaking of the branding project with Thisaway, Founder Kahleen Crawford said: "They encouraged us to be more confident about our brand and pushed us to be bolder with our visual identity. The results speak for themselves. We now have a brand that aligns with the calibre of the productions we have in our portfolio, and with this brand in place, we hope to be involved in many more."


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