Beat Routes is a creative collective of young people aged 13-25. With a grassroots, DIY approach that celebrates authenticity, projects are shaped around heritage and modern subcultures, embracing the energy of new movements, styles and technologies as they evolve.

Characteristics & Deliverables - Branding full-service - Role: Creative direction, branding strategy & visual identity - Design development: primary logotype, secondary logotype & variations, custom typography, business cards, letterhead, 55 policies, 6 annual reports, social media graphics & templates (Canva), promotional designs.

-- Branding: Approach & Strategy

Beat Routes is a creative sanctuary where young people can come, learn, and thrive. The branding blends two core elements: the organisational framework of the charity — a well-organised structure — and the dynamic, creative youth audience — a bright and animated shape. This fusion creates a musical and adaptable identity, where graphics and layouts transform into vibrant 'beats' and rhythm. The brand can be loud or soundless, adjusting to the audience's needs and the brand’s objectives. New visual sounds can be created, perfected, and developed, fostering continuous innovation and expression. * Note: I will write in-depth about this project in an upcoming article, “Creative Frame vs Framed Creativity”; it will be released on my website in June 2025. Here is the link: laurajouan.fr ↗