1 / 2 / 3 / 4	Raw Canvas (Tate) The project Raw Canvas is a youth group run by Tate Modern. The group was formed as a way to increase interest with 15 to 21 year olds. It was known that children got to visit the gallery through school trips, and more mature people often establish an interest in modern art as they develop, but school leavers didn't seem to be taking enough interest. What we did The intention of the brand is to create a 3 dimensional shape out of the letter 'T' that not only resembled the Tate Modern building, but also can be shown with different perspectives that worked with the tag-line 'another perspective with Raw Canvas'. By using this shape we managed to create a brand that is often different yet remains constantly recognisable, but that has an intriguing shape and reflects the exploratory values of the brand. Rareform created the brand, flyers, t shirts, website and more. The process We knew that, in essence, the client was a bunch of creatives, each of which would have their own idea of what the project should be like. This was both good and bad, we had an opportunity to create a brand that is young and fresh, but the decision process would be quite difficult. We decided to hold a set of workshops with the decision makers, getting them to create mood boards of images that they thought their audience would be influenced by. We did this to get an understanding of what visually would interest kids of this age. We then sat down with pens and paper and asked them to write down a strap-line or sentence that they thought best described what it was that they wanted the brand to express. Then we got them to pass the strap-line to the person next to them, they then had to illustrate it in as little detail as possible. The results were excellent and led us to the finished brand.