Flo Creative Rebrand
Prize(s):
WINNER 2026 Print & Digital / Corporate Identity
Lead Designer(s) Name(s):Vian Roos
Client Name:Flo Creative
Photo Credit:Flo Creative and original artists
Project Location:Brighton, United Kingdom
Design Status:Commercialized
Project Description:
Flo Creative is a Brighton, UK-based socially engaged arts development agency working across the UK, Africa and Barbados. Operating between grassroots community initiatives and institutional leadership, the organisation delivers participatory arts projects, international exchange programmes and equity, diversity and inclusion consultancy. The rebrand introduces a contemporary wordmark. Built around repetition and curved form to represent flow, plurality and connection. Designed as a flexible system, the logo functions across digital and print applications while maintaining clarity at reduced scale. The identity reflects Flo Creative’s role as a cultural connector, powering the arts and empowering artists through adaptable, inclusive and strategically grounded communication design.
Flo Creative is a Brighton, UK-based socially engaged arts development agency working across the UK, Africa and Barbados. Operating between grassroots community initiatives and institutional leadership, the organisation delivers participatory arts projects, international exchange programmes and equity, diversity and inclusion consultancy. The rebrand introduces a contemporary wordmark. Built around repetition and curved form to represent flow, plurality and connection. Designed as a flexible system, the logo functions across digital and print applications while maintaining clarity at reduced scale. The identity reflects Flo Creative’s role as a cultural connector, powering the arts and empowering artists through adaptable, inclusive and strategically grounded communication design.
Project Innovation / Specification:
The innovation lies in challenging conventional logo construction and layout logic. Rather than relying on symbols associated with the arts, the identity uses the repetition of the word “flo” arranged in a curved configuration. This structural approach breaks from traditional static wordmarks and linear compositions, interpreting flow as rhythm, continuity and exchange. The multi-colour system reflects diversity and vibrancy, while a refined monochrome version ensures credibility and reproduction. The logo was designed to retain its integrity at a small scale, particularly in sponsor listings and partnership environments. The result is a modular, adaptable identity system that expresses inclusion through structure rather than stereotype.
The innovation lies in challenging conventional logo construction and layout logic. Rather than relying on symbols associated with the arts, the identity uses the repetition of the word “flo” arranged in a curved configuration. This structural approach breaks from traditional static wordmarks and linear compositions, interpreting flow as rhythm, continuity and exchange. The multi-colour system reflects diversity and vibrancy, while a refined monochrome version ensures credibility and reproduction. The logo was designed to retain its integrity at a small scale, particularly in sponsor listings and partnership environments. The result is a modular, adaptable identity system that expresses inclusion through structure rather than stereotype.
Project Sustainability Approach:
Sustainability is embedded through cultural connectivity and long-term adaptability. Flo Creative, based in Brighton, curates and produces projects not only locally but also across the UK, Africa, and Barbados. The identity reflects this transnational exchange, positioning flow as a metaphor for cultural circulation and shared creative infrastructure. The flexible wordmark system reduces the need for multiple sub-brand identities, ensuring consistency and longevity across applications. Designed for implementation and scalable reproduction, the system supports sustainable communication practices. By visually reinforcing collaboration across regions, the brand strengthens ongoing cultural partnerships and encourages inclusive, cross-continental dialogue.
Sustainability is embedded through cultural connectivity and long-term adaptability. Flo Creative, based in Brighton, curates and produces projects not only locally but also across the UK, Africa, and Barbados. The identity reflects this transnational exchange, positioning flow as a metaphor for cultural circulation and shared creative infrastructure. The flexible wordmark system reduces the need for multiple sub-brand identities, ensuring consistency and longevity across applications. Designed for implementation and scalable reproduction, the system supports sustainable communication practices. By visually reinforcing collaboration across regions, the brand strengthens ongoing cultural partnerships and encourages inclusive, cross-continental dialogue.
Local and Regional Impacts of the Project:
The rebrand strengthens Flo Creative’s visibility and credibility. By providing a clear, adaptable identity system, the project enhances recognition within partnership networks, funding environments and community initiatives. The identity supports continued collaboration across regions, reinforcing Flo Creative’s role in connecting artists, institutions and communities through inclusive cultural practice.
The rebrand strengthens Flo Creative’s visibility and credibility. By providing a clear, adaptable identity system, the project enhances recognition within partnership networks, funding environments and community initiatives. The identity supports continued collaboration across regions, reinforcing Flo Creative’s role in connecting artists, institutions and communities through inclusive cultural practice.
Lead Designer(s) Name(s):Vian Roos
Profile Description:
I am a South African visual designer and lecturer who explores African narratives, identity, and contemporary visual culture. My work focuses on design research, branding, and visual storytelling, challenging design frameworks and foregrounding African aesthetics and lived experiences. Through academic research, teaching, and practice, I aim to contribute to the shaping of how African design thinking is defined, communicated, and positioned.
I am a South African visual designer and lecturer who explores African narratives, identity, and contemporary visual culture. My work focuses on design research, branding, and visual storytelling, challenging design frameworks and foregrounding African aesthetics and lived experiences. Through academic research, teaching, and practice, I aim to contribute to the shaping of how African design thinking is defined, communicated, and positioned.
Environmental Practices:
My designs prioritise sustainable thinking through responsible material choices. I integrate sustainability into teaching and research, encouraging students to consider lifecycle design, ethical production, and cultural sustainability. I advocate for design solutions rooted in local contexts that balance environmental responsibility with social and cultural impact.
My designs prioritise sustainable thinking through responsible material choices. I integrate sustainability into teaching and research, encouraging students to consider lifecycle design, ethical production, and cultural sustainability. I advocate for design solutions rooted in local contexts that balance environmental responsibility with social and cultural impact.
Previous Awards Won:
Merit Award Winner, Sasol New Signatures Art Competition – 2025 Finalist, Sasol New Signatures Art Competition – 2024, & 2023 Recognised for Media, Mail & Guardian’s 200 Young South Africans – 2018 Top honours student, The Design School Southern Africa – 2016 Designer of the Year, Caxton Magazines Excellence Awards – 2014
Merit Award Winner, Sasol New Signatures Art Competition – 2025 Finalist, Sasol New Signatures Art Competition – 2024, & 2023 Recognised for Media, Mail & Guardian’s 200 Young South Africans – 2018 Top honours student, The Design School Southern Africa – 2016 Designer of the Year, Caxton Magazines Excellence Awards – 2014
