QCT – Miles Unwin

A Brand Fit For A Queen_____

The Queen’s Commonwealth Trust was established in recognition of Her Majesty The Queen's lifetime of service to the Commonwealth and her unwavering belief in young people and all they do to make the world a better place.

To mark this monumental achievement, The Royal Household commissioned AKQA to create an emblem celebrating the new initiative. Four wreathes majestically flank the Crown representing the key pillars of the charity: sport, healthcare, education and environment. Her Majesty The Queen approved the final design.

Over the following two years AKQA supported the launch and growth of The QCT, providing a suite of beautifully crafted assets including a launch film by Emmy Award winning director Jason Carpenter, and a ‘Platform of Hope’, inspired by President of the QCT, Prince Harry.

As group creative director, my duty was to forge a brand fit for a Queen. To inspire the team to create a timeless, elegant and regal body of work - every piece, prepared with meticulous detail, countlessly reviewed and a pure labour of love. A brand truly unique in the charity space; a completely new approach.

Agency_____

AKQA

Services_____

Brand Identity
Brand Guidelines
Campaigns
Creative Concept
Creative Consultancy
Creative Direction
Creative Leadership
Digital Design
Design Production
Design System
Film Direction
Film Production
Prototyping
Social Media
Storyboarding
User Interface Design
User Experience
Visual Identity
Website Design
Wireframing

Alternative emblem exploration_____

Introductory film for promotional website_____

Typography and palette_____

Garamond is based on an old-style serif typeface created by engraver Claude Garamond in the 16th century. Modernised and released by Adobe in 1989, its relatively organic structure resembles handwriting which is both graceful and versatile. Coupled with san-serif Avenir, which means ‘future’ in French, the two fonts create a fitting blend of old meets new; of history fused with modernity.

The palette reflects the emblem: regal, timeless and exclusive.

#171717

#202020

#606060

#806E4F

#A28D6B

#FFFFFF

Promotional website walk-through_____

Launch film debuted at Buckingham Palace_____

Photography from launch event at Buckingham Palace and The Queen's birthday party at The Royal Albert Hall where Prince Harry presented The QCT as a gift_____