Roald Dahl Story Company
A gloriumptious tale of typographic twists and turns.
How we helped the Roald Dahl Story Company and Netflix carefully evolve and apply their joyfully eccentric brand identity.
Sector
Consumer
What we did
Discovery & Definition
- Audits
- Consultation
Design Development
- Creative concepts
- Brand engagement
- Brand expression
- Art direction
Delivery
- Brand guidelines
- Brand toolkits
- Brand activation
- Artwork
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Context
The Roald Dahl Story Company is home to beloved stories and characters, which are contemporary global bestsellers, inspiring a dazzling range of creative adaptations, from movies and theatre productions to fashion and homeware. So, as you’d imagine, we were thrilled when invited to help carefully evolve their brand identity and typographic toolkit.
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Solution
Originally developed by Pentagram New York partner Emily Oberman, the Roald Dahl Story Company brand identity is centred around a mischievous and inventive typeface, Fantastic Mr. Font, developed by Oberman in collaboration with type foundry Pangram Pangram. By retaining the established typographic heart of this swashboggling solution, we crafted 20 logotitles, one for each of Roald Dahl’s stories. Each bespoke logotitle makes use of 19 custom characters we developed, ensuring each title feels unique, considered and crafted.
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Impact
By updating the brand toolkit to include the 20 logotitles we developed, the Roald Dahl Story Company now have comprehensive and flexible guidance for all 20 story brands. This means that new creative adaptations of the properties can adapt and apply the brands while retaining a consistent and recognisable design language.
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Baxter & Bailey were a pleasure to work with. They embraced the challenge of bringing each story to life in its own distinctive way while thoughtfully balancing the logotitle set, ensuring beautifully crafted assets for use across the business. The level of craft is exceptionally high, with every detail carefully considered in relation to the wonderful brand and typography first created by Emily Oberman and her team at Pentagram New York, and Pangram Pangram.
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Special Thanks
Extra special thanks to project lead Nat Bullard, a creative and collaborative client we’ve had the pleasure of knowing for many years. And not forgetting colleagues Lucy Applyby and Rick Behari and Noah Nathan.
© The Roald Dahl Story Company Limited | Charlie and the Chocolate Factory™ Warner Bros. Entertainment Inc.
