DirectorsUK
brand repositioning
and brochure

This job was an absolute pleasure to do. DirectorsUK is an industry association for film and TV directors in the (as you guessed it) UK. They had a hard time attracting new memberships due to the autonomous and private work practices of directors and their reticence to share their ideas. I interviewed four directors at different stages of their careers for user research to ask about their career experiences and their impressions and perceived value of the association. From this I worked with a copywriter Howard Smith to come up with two angles:

One of you many of us – which played on the idea of there is only ever one director on set, and that job can be lonely at the top. but you can be supported by over 4000 members. This could be displayed with some clever typography to talk about all the things a director does on a job in numbers.

The second idea was strength in numbers... by organising a Vanity Fair style shoot with a variety of big-name directors mixed in with first-time directors. They are in essence all standing together each saying "I'm a director' referencing the famous scene in Spartacus, where everyone stand's in solidarity to protect him by shouting "I'm Spartacus!". We can see the power of the association and all the directors to bring all these directors together in one place to affect change for the better of all and create a higher perceived value of the association.

They loved both and as funds were limited went with the first typographic treatment with the hope to do the shoot as a campaign in the future. This look was skinned onto the website which was already being developed by another RR division to complete the repositioning of the brand.