Design system for RED BEE:

RED BEE is an advertising agency from London and our twins, with whom we launched the Twinning project. Our first joint project was the development of a design system for their agency. RED BEE specializes in working with broadcasters and the entertainment industry in general.

The crux of this project lies in ensuring seamless adaptability across a myriad of formats, which is intrinsic to working with broadcasters. This necessity underscored the need for an exceptionally flexible RED BEE system. At its core, the style hinges on the concept of format adaptability, permeating every facet — including the revamped logo and the approach to typographical elements.

A dynamic interplay is evident in the new logo, where the RED “B” cleverly adapts to the smallest of formats, employing larger and smaller rectangles to illustrate this metamorphosis.

Summing up their new design system in a single sentence, RED BEE emphasized its central attribute: an intricate interweaving of screen formats, mirroring the dynamic and adaptable nature of contemporary content broadcasting.

The concept is based on the idea of maximum and minimum content density depending on the format.

This is evident in how the logo works in the site header and how the headings behave — they respond to scrolling, expanding and contracting, playing with space. Thus, dynamics and adaptability work at all levels.

But the main characters in this story are the agency’s projects, because they are what interest everyone the most. So, when the user scrolls down to the works section, all the project cards fill the available space completely. No indents or gaps —
to immerse the viewer in the cases as much as possible.

Such bold techniques are balanced by the rhythm of space, where dense sections give way to more open ones. In this way, we seamlessly combine flexible identity elements with carefully considered neutral compositions, typography, and UI elements.

Leveraging RED BEE’s profound design acumen, we intentionally refrained from oversimplifying the system. Unlike scenarios with less design-focused clients, we nurtured a style that thrives on expansive growth, finding expression in its inherent dynamism. This ethos pushes the boundaries of conventional content, embracing key agencies and references commonly used in the daily creative processes.

Navigating the implementation phase demands finesse, as we straddle the line between selecting the apt style and considering the diverse needs of the agency’s team members who interact with the system. However, this challenge serves as an opportunity for us, strengthening the bond through communication and collaboration with our design twin.

“Any creative agency asking another creative agency to rebrand them is tricky. Our identity is both who we are and what we do. From the start, Twid asked questions and led us to a new, insightful solution. As we began to implement the new brand, old habits and expectations were flushed out. Twid stayed cool and focussed on the vision, providing feedback and advice. Seeing the new identity ripple across our touchpoints, and colleagues enjoying using it, is brilliant. I am thrilled with the result – a solution that reinvigorates our look and pride in our creative agency. Our Twin just gave us a makeover that will stop any perspective client in their tracks!” — Jane Fielder, Head of Design at Red Bee Creative.

“The new RED BEE design system is definitely not simple. It has a lot of room for creativity and many opportunities to go too far when consistency could be lost. It might be tricky for someone, but not for RED BEE, with their impressive experience in communication design. Anyway, questions in the use process could be an extra reason to collaborate and occasionally communicate with our twins if they need any help with implementation.” — Alex Twista, founder and creative director of a Twid Studio.

“It was interesting to keep in mind that RED BEE is an agency with 15 years of history and heritage. So, we hesitated between keeping this old-fashioned note or completely giving RED BEE a new lease of life.

As a result, the identity, which initially had a correct but restraining square in the center, was transformed into a system with flexible different formats (we left the square for the attentive ones, of course).

The idea reflects the diversity of screens where content exists today, including RED BEE’s content they create for their projects. It’s great that we focus on their work this way, as it’s essential for the agency.

This adaptability to the format, the core of the identity, also continues in the work with typography, layout, and composition.” — Mariia Bystrova, Design Director at Twid Studio.