THE THURSDAY BRIEF
A behind-the-scenes look at shaping a campaign identity at speed.
Some client requests arrive with perfect timing. Others appear late on a Thursday afternoon with the memorable words: “Could we have that by Monday?”
That was the starting point of this project. A brand and full suite of event materials for the launch of Great Expectations — a major campaign exploring the future of the UK’s church buildings. A big moment. An influential audience. A prestigious venue. And very little time.
Once we’d taken a breath and made some coffee, we got to work. This is what we learned:
Trust gives you the confidence to move fast.
1. Trust is the real accelerator
We needed to understand the context quickly: multiple partners, varied brands, and messaging that didn’t yet feel like a story. Within a couple of hours we’d built a shared picture of what success meant.
From there, trust did the heavy lifting.
They trusted us to make good choices.
We trusted them to respond quickly.
That mutual belief cleared the way.
The lesson: When trust is strong, pace becomes productive — not stressful.
2. Clarity keeps everything moving
With so much to produce and so many decisions to make, we stepped in to lead the project. We mapped the essentials, shared what we needed, and guided the path forward so the client never had to guess what was next.
We didn’t save up questions.
We didn’t wait for a ‘big review.’
We kept things simple, friendly and focused.
The lesson: Clarity isn’t admin — it’s progress.
3. Creativity thrives under constraint
A tight timeline sharpens the senses and helps you spot the heart of the idea early.
We shaped a style that was bold, inclusive and quietly confident — a unifying campaign look that partners could embrace as their own. Clean graphic elements. Positive tone. A visual identity that felt established from day one.
Even better — a simplified programme structure reduced cost while improving accessibility.
The lesson: Pressure can spark clearer, smarter creativity.
4. Collaboration is the superpower
While we were busy designing, our client was managing speakers, AV, catering, media and all the logistics that make a major event real. So we stayed close, solved problems quickly and did what was needed to keep things moving.
We were just one part of a much bigger picture — and that’s exactly how it should be.
The lesson: Creative partners succeed when the whole event succeeds.
A proud moment
By Monday, the identity and guidelines were delivered. By mid-week, the full suite of assets was ready.
And on the day at the V&A, the campaign looked polished, confident and completely at home in the space. Seeing partners stand behind a shared story — and watching the visuals become part of the atmosphere — was a reminder of why we love what we do.
Not frantic. Not rushed. Just focused collaboration — with a brilliant result.
Looking ahead
Not every project needs to move this quickly — but when they do, it’s good to know the process still delivers work we’re proud of.
If you’d like to talk about shaping a great story for your next campaign or event, we’d love to chat. No rush. No panic. Just good thinking and strong collaboration from the start.
Learn more about the Great Expectations campaign here.