Developing a visual identity
for a creative agency
As PURA IDEA entered a new phase in its development, the opportunity arose to refine and formalise the agency’s visual identity. The objective was to create a clear and modern brand system that reflects the agency’s philosophy: that strong ideas are the foundation of meaningful creative work.
The project focused on creating a cohesive and modern brand identity that would express the creative ethos of PURA IDEA while providing a clear and flexible framework for communication across digital platforms, publications and client-facing materials.
The project coincided with the agency approaching its tenth year, providing an opportunity to formalise a visual identity that reflects its evolving work and partnerships.
The resulting identity combines a distinctive symbol, a contemporary typographic system and a vibrant colour palette to create a brand that is both recognisable and adaptable. The visual system reflects the agency’s commitment to clarity, creativity and thoughtful design.
The brief
To mark a new chapter in the agency’s development, PURA IDEA undertook a comprehensive refinement of its visual identity. The project focused on creating a clear, modern brand system that reflects the agency’s core philosophy: bringing ideas to life through thoughtful design, digital strategy and creativity.
The concept
The name PURA IDEA reflects the belief that every successful project begins with a clear idea. The visual identity centres around a lightbulb motif, symbolising creativity, innovation and clarity of thought.
The brand system balances simplicity with vibrancy, combining clean typography with expressive colour gradients to reflect both the strategic and creative aspects of the agency’s work.
Visual identity
The visual identity for PURA IDEA was designed to express the agency’s core philosophy: that strong ideas are the foundation of meaningful creative work. The identity combines clarity, simplicity and subtle visual symbolism to create a brand system that is both distinctive and flexible across digital and print applications.
Logo
At the centre of the identity is the PURA IDEA logo, which combines a refined typographic wordmark with a stylised lightbulb symbol. The lightbulb represents the moment when an idea takes shape — a visual metaphor for creativity, insight and problem-solving.
The wordmark is set in Baskerville Italic, a classic serif typeface chosen for its elegance and expressive character. The flowing forms and subtle contrast give the logo a sense of movement and refinement, helping the mark feel distinctive while maintaining clarity and balance.
Alongside the wordmark, the broader brand system uses Gill Sans Nova, which provides a contemporary interpretation of Eric Gill’s classic sans-serif typeface. Its clarity and versatility make it well suited for headings, body text and digital interfaces across the PURA IDEA brand.
The overall design of the logo prioritises simplicity and clarity. The restrained form allows the symbol and wordmark to work effectively across a wide range of contexts, from digital platforms and websites to printed materials and presentations. By keeping the mark clean and uncomplicated, the identity remains versatile and recognisable while allowing the surrounding visual system — colour, gradients and layout — to provide expression and dynamism.
Colour palette
Colour plays a central role in the PURA IDEA identity, providing both structure and expression across the brand system. The palette combines a strong foundational colour with vibrant complementary tones that introduce depth and energy.
At the heart of the palette is PURA Core, a deep purple that reflects creativity, imagination and originality. Purple has long been associated with innovation and independent thinking, making it an appropriate anchor for a creative agency focused on ideas and design.
Supporting colours such as Orchid and Fuchsia introduce contrast and visual dynamism. These tones allow the brand to feel expressive and contemporary while maintaining a consistent visual language.
A key element of the system is the PURA Aurora gradient, which blends the core colours into a smooth, luminous transition. The gradient adds movement and dimension to the identity and is used across digital platforms, presentations and visual assets to create a distinctive and recognisable aesthetic.
Together, the palette creates a balance between stability and creativity, allowing the brand to feel both professional and visually engaging.
Typography
Typography plays an important role in establishing the tone and personality of the PURA IDEA brand.
The identity uses Gill Sans Nova, a modern reinterpretation of Eric Gill’s classic Gill Sans typeface. The typeface combines clarity and versatility with a distinctive character, making it well suited to both digital interfaces and printed materials.
Gill Sans Nova Light
Gill Sans Nova Book
Gill Sans Nova Medium
Gill Sans Nova Semi-Bold
Gill Sans Nova Bold
Gill Sans Nova Heavy
Different weights of the typeface allow for a flexible typographic hierarchy across the brand system. Lighter weights provide elegance and readability for body text, while heavier weights give emphasis and structure to headings and key messages.
The use of Gill Sans Nova reflects the agency’s focus on clarity and communication. Its clean lines and balanced proportions ensure that information is presented clearly, supporting the wider goal of helping organisations communicate ideas effectively.
Design system
Beyond the individual elements of logo, colour and typography, the PURA IDEA brand is supported by a coherent visual system designed to ensure consistency across all communications.
The design system defines how the different elements of the brand interact with one another, establishing guidelines for layout, spacing, imagery and graphic accents. This approach allows the identity to remain recognisable while adapting to different contexts, from websites and social media to printed materials and presentations.
Simple geometric forms and structured layouts are used to reinforce clarity and order, while gradients and colour accents introduce visual interest and movement. Together, these components create a flexible framework that allows the brand to evolve while maintaining a strong visual foundation.
Brand guidelines
To support consistent use of the identity, a comprehensive set of brand guidelines was developed. The guidelines outline the principles that govern how the PURA IDEA brand should be applied across different media and platforms.
The document includes specifications for logo usage, colour values, typography, layout and design principles, ensuring that the identity can be reproduced accurately and consistently. By establishing clear standards, the guidelines help maintain the integrity of the brand while allowing flexibility for creative application.
The full guidelines document can be accessed below.
Outcome
The refined PURA IDEA identity provides the agency with a clear and cohesive visual system that reflects its philosophy and approach to creative work. By combining a distinctive symbol, a considered colour palette and a structured typographic system, the brand communicates both clarity of thought and creative energy.
The identity has been designed to work seamlessly across a wide range of applications, from digital platforms and websites to presentations, marketing materials and client communications. Its simplicity ensures recognisability, while the broader design system allows flexibility and expression across different contexts.
As PURA IDEA continues to grow and collaborate with organisations across the public, private and third sectors, the visual identity provides a strong foundation that supports consistent communication and reinforces the agency’s commitment to thoughtful design and impactful ideas.
The project illustrates how a carefully considered visual identity can translate an organisation’s values and ideas into a coherent and recognisable brand.
