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Escape The City

Escape the City are at the forefront of the movement towards a new world of work. We helped them bring their purpose to life, in every aspect of their brand.

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The challenge

How do you communicate your anti-corporate principles in everything you do?

Escape is a purpose-driven brand with a huge community of committed advocates, but their brand was holding them back. To establish their position as a global authority on the future of work they needed to bring their disruptive principles to life, and inject some fresh creativity into their brand.

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Approach

Create a DIY ‘uncorporate identity' that their whole community can co-create

Escape the City is a people-powered movement, not a profit-driven corporation. So we ripped up the corporate identity rulebook; choosing inconsistency, flexibility and freedom rather than enslaving ourselves to strict rules about grids, logo sizes or geometric consistency.

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Brand purpose

To help 1,000,000 people find work they love

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Branding a movement

Our solution needed to reflect Escape's firm anti-corporate principles, community vision and DIY ethos. And because their brand is about action not perfection, it had to be practical, gettable and deliverable — the polar opposite of the precious, pretentious and parody-worth rebrand projects we’ve all seen so many of.

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Handmade by their community

Inspired by the protest stencils of global grassroots movements, the whole visual identity is designed to be handmade. Keeping things unpolished, inconsistent and not too perfect reflects Escape's experimental DIY ethos and empowers their global community to shape the direction of the brand.

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A positive window

We kept their original 'ESC key' logo concept, but gave it a fresh look and an all-important twist. By outlining the key we’ve turned it into a frame – a flexible graphic device we can use to house the amazing stories in their community and focus on what people can escape to, not what they’re escaping from.

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DIY digital

Although DIY-inspired, our approach to the brand identity was always digital-first. We redesigned their core web experience, rolling out the new handmade graphic styling across the Escape the City site as well as simplifying complex job search functionality.

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Updating our brand became about changing much more than the look and feel. We wanted to stretch how a brand can operate, how it can be used, and what it can represent for our community. No small task. Onwards took the time and care to understand our culture and mission – everything they did and said with us was spot on. They blew us all away with their creativity and their work has set us up to help 1,000,000 people find fulfilling work. From everyone at Escape and everyone in the community, thank you.

Dom Jackman, Co-founder, Escape the City

Project disciplines
Brand identity, tone of voice, brand narrative, brand architecture, campaigns, digital design, guidelines & tools.

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