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Introducing Arts & Business NI's New Flexible Brand Identity

Introducing Arts & Business NI's New Flexible Brand Identity


For over thirty years Arts & Business NI have helped arts organisations to prosper and businesses to thrive, inspiring and releasing business and creative potential through connection, inspiration, acumen and opportunity. Even though 2020 was a challenging year, it provided A&B NI with a fresh perspective and with that came an opportunity to refresh their brand identity, which we were thrilled to create.  

The timing of the decision to refresh stretches back to pre-Covid times, when during summer 2019 the Whitenoise team were developing the event identity for the 2020 Awards. The visual theme for the night needed to be celebratory, attention-grabbing and flexible and the result clearly resonated with the invited guests, many of whom excitedly enquired if this was a new look for Arts & Business NI.

During the first lockdown, it became clear that the timing was right for a new face which reflected how Arts & Business NI has changed to respond to emerging needs during the pandemic, and the conversations around the 2020 Awards became the basis for a full brief and strategy for the brand development. The Whitenoise brand team developed a number of well-evidenced and unique concepts in addition to an updated version of the original 2020 awards identity, and after careful consideration this was eventually chosen by the A&B NI team as the preferred option for the new brand identity.

See below our short highlights film of the 2020 A&B NI Awards, which illustrates how the event identity animates and flexes. 

We felt strongly that the new identity should incorporate the principle of ‘flexible branding’, with a central logo element that can ‘flex’ to reflect the audience, event, theme or activity, and a solid rationale for how this principle operates is a foundational part of the new brand guidelines. 

Once the new brand was finalised, it was applied to the new quarterly magazine, The Spark, as well as the 2021 Awards event, which due to Covid was a virtual ceremony. The Spark is the first physical manifestation of the new brand and throughout its pages, you’ll see various applications of the new logo, illustrating its potential for flexible application. The Spark showcases Northern Ireland’s brightest and best Arts & Business partnerships and is released quarterly in printed form and as a digital newsletter and available at Arts and Business NI website

“We are absolutely delighted with the work that Mark and his team at Whitenoise did on our new brand, which is underpinned by their passion for the Arts and their understanding of our work. The refreshed identity respectfully builds on the strength of our 30 year history while also reflecting how we have evolved as a modern changing creative company looking to the future.”

Mary Nagele, CEO, Arts & Business NI

“The refreshed Arts & Business NI brand responds perfectly to our initial creative brief: we wanted a visual identity that reflects the creativity and agility of our organisation, and team. The Whitenoise creatives have delivered that, and then some. But it’s about more than a dynamic new look – this brand refresh, with its flexible style, demonstrates our organisation’s continuing commitment to adapting and ensuring we are also current and relevant to our members. We hope they all love the new branding as much as we do.”

Kat Robinson, Marketing and Events Manager, Arts & Business NI


About Whitenoise
Welcome to Whitenoise – a creative agency committed to transforming global brands through compelling visual experiences. We’re a creative agency who’s work turns heads, transforms ideas into action and creates real world impact and lasting value.Our structure is unique. Built on collaboration and an integrated approach, we deliver engaging touch points across all brand expressions. 

Our work encompasses Brand Creation and Narrative, Digital and Print Advertising ,Web Design and UX ,Film Production and Promotional video, Animation and Motion Graphics, Digital Marketing and Paid Advertising, Digital Strategy and Content Creation.

Are you interested in how Whitenoise can help you refresh your brand? Do you want to launch your brand into the world of digital advertising and social media? Contact our team today at for more information.


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