Message Our purpose is to delve into

– Manchester’s creative scene, find as

many ethnic minority creatives based
in (at any time) or from GM - and
portray their practice. Encouraging
others to get in touch and connect
with anyone within the platform.

Stemming from research, statistics,

Fuse: Brand Guidelines

facts and figures about the creative

industries – the lack of racial
representation is clear. Within events,
talks and traditionally, exhibitions,
rarely feature creatives of colour.

Our platform helps the narrative

become different. Hopefully,
becoming a catalyst for change.

Photography by Hawwa Alam

2
 Tone of Voice Tone of voice is equally as important
– as all other parts of Fuse. Relayed
through calm, confident and
encouraging use of words. It helps
viewers understand our perspectives
while offering next steps for
progression, to help our industry.
Fuse: Brand Guidelines

1. Calm

Representation, inclusion
should be valued in our
creative industry.
2. Confident

We’ve curated to
showcase the talent you
haven’t come across.
3. Encouraging

Fuse is helping to change

the narrative, start by
finding someone new.
Artwork by Yafet Bisrat
3
 Logo Our logo is ever-changing, with
– different variations of ‘Fuse’
appearing. The primary logo flickers
when animated, representing charge.
Fuse: Brand Guidelines

FUSE
FUSE
Our simplest variation.
Colours can be inverted.

Work Sans, SemiBold – Vertical shift (106%)

4
 Work Sans
Typography Our typographic approach emphasises
Primary Typeface:

– the conceptual meaning of our brand.

With the choice of ‘Work Sans’ being
the only typeface, applicable to our 60pt, semi-bold.
identity. The letterforms within the

Work Sans
typeface offer a calm, confident tone
of voice, similar to our own.

48pt, semi-bold.
Fuse: Brand Guidelines

Work Sans Semi-Bold, 20pt + 11pt.

Work Sans 36pt, regular.

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz Work Sans 30pt, regular.
0123456789 .,?!<>()[]{};:’#”£$%^&*_=

Work Sans Regular, 20pt + 11pt.

Work Sans 24pt, regular.

ABCDEFGHIJKLMNOPQRSTUVWXYZ Work Sans 18pt, regular.

abcdefghijklmnopqrstuvwxyz
0123456789 .,?!<>()[]{};:’#”£$%^&*_=
Work Sans 14pt, regular.

Always set in optical, with vertical shift at 106%.

5
 Colours The colour palette, inspired by
– electrical fuses plays around with
balance and contrast, with midnight-
blue, black and white as it’s
primary choice.

Along with the purpose and tone

of voice of our project, the colour
palette shouldn’t overshadow the
Fuse: Brand Guidelines

Primary colour: Other colours:

creatives Fuse showcases.

#14263a #000000
80% 60% 40% 20% 0% 80% 60% 40% 20% 0%
R:20 G:38 B:58 R:0 G:0 B:100
C:92 M:78 C:0 M:0
Y:50 K:56 Y:0 K:100

6
 1000px

Images All images used within the directory

1000px
– have been given with permission.
The only adjustments to the images
are that they have been re-sized to
a specific resolution for the best
placement and quality. Showing a
clear grid structure for the purpose of
easy, fluid user experience.
Fuse: Brand Guidelines

1000px

1000px

Artworks by Summer-May Henry and Amrit Randhawa

7
 Website Our website is minimalistic, with
– certain features, to showcase the
creatives within list: A slideshow and
open menu, alongside a list of names.

‘Our Project’ includes all information

relevant, and encourages others
to be proactive, along with further
resources – ‘Nominate’ allows for
Fuse: Brand Guidelines

interaction within the site, helping to

build the list.

With plans to add a ‘Weekly Feature’

– Fuse can continue to be a solid
platform within the community.