Designed to last

Making a change is easy. Making it last isn’t.

After ten years creating brands and campaigns for some of the UK’s most treasured cultural organisations including National Portrait Gallery, English National Ballet, Hay Festival, Lowry, and Birmingham’s very own CBSO, EDIT unpack what they’ve learnt about creating brands that are built to last – brands that flex, adapt, and evolve alongside the organisations they serve. From evolutions to revolutions, they share the identities and ideas that have helped organisations navigate unprecedented change and challenging times – from once-in-a-generation transformation projects, to survival in an underfunded and undervalued sector.

Co-founders Karen Hughes and Khadija Kapacee share why it’s their brand, not yours. Why systems matter more than symbols. Why stepping back is the way forward. And why design that stands the test of time starts with uncovering what’s already there.