How Regular Practice devised a fresh identity for Spin kitted with a typographic widget generator

In need of a ‘facelift’ of their brand, leading social agency Spin reached out to London-based design studio Regular Practice to build a fitting identity – one that would wholly communicate the purpose and values of the company. “For us, it was a little bit less about standing out from the crowd and more about reflecting their culture as a company through their identity,” Strategy Director Ed Little explains, highlighting Spin’s youthful spirit, social intelligence, and creative excellence.

The key feature of the identity is a typographic widget generator, originally developed from typographic elements – placed within roundels – to be used for headline messaging, social media, and more. “Whilst it might have been possible to deliver these as vector files or as a paragraph style in InDesign, our concern was this limited its execution to a select few, rather than the entire team,” notes Managing Director Tom Finn. “To remedy this, we built a website which would allow users to write a message, randomise colours, and download the widget lock up to their device. This means anyone on the team – from administration through to designers – are able to express the brand without any training or experience, hopefully providing longevity and buy-in from the team.”

TIGHTYPE’s Moderat was chosen as the primary typeface for its utility and character, performing well across different applications and sizes thanks to its low stroke contrast and angular details. Presented in all-lowercase, the wordmark adds a historic reference and seriousness to the brand, complementing the digital nature of the company and its brand world.

The colour palette is bright yet versatile, with the key colour pink retained as a nod to the original brand equity. “That being said,” notes Creative Director Kristoffer Sølling, “it’s a slightly more vibrant tone of pink, with a secondary palette to match. We didn’t want the colours to be too harsh or cliché, and make sure they can work across print and digital.” For Spin Performance, a navy blue colour creates a contrasting dark mode feel that highlights the “tech and performance” feel of that arm of the business – lending the overarching brand a lasting, cohesive feel.

Regular Practice

Spin