Behind the scenes of our rebrand with Dennis Studio

By Josh Nathanson
Founder & Creative Director, Dennis Studio

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When we were approached to rebrand Art History Link-Up, we couldn’t be more delighted with the challenge ahead. A big thank you to Taymoor Atighetchi, one of AHLU’s trustees, for bringing us on board.

As someone who studied Art History at A Level, this project was particularly close to my heart. The subject taught me new ways to interpret and analyse images, skills that have proven invaluable in my career as a graphic designer. It also shaped my approach to creativity, providing perspectives that continue to inspire the work we do at Dennis.

Now, let’s take you behind the scenes of how we approached this exciting project…

Thinking before doing

Before diving into design, there’s an essential first step: thinking. And lots of it. We started with the big questions: What does the charity do? How does it do it? Why does it matter? And most importantly, who is it for? These foundations were critical – they guided every creative decision that followed.

Next, we analysed the landscape. What are other art charities and institutions doing? This research helped us ensure two things: first, that the AHLU identity wouldn’t feel too similar to existing ones, and second, that we could clearly position the brand in a way that resonates equally well with patrons, partners, and students.

Finally, we curated a selection of visual references – artworks, designs, and concepts – and worked closely with the AHLU team to define what felt right for their future. This collaborative process gave us a clear direction that set the stage for the next phase.

‍An identity designed to grab attention

This is where things got exciting, turning strategy into visuals! But we never start with the logo. Instead, we look for big ideas that can underpin the whole identity.

For AHLU, we drew inspiration from the diverse shapes and forms found throughout art history. These were simplified and modernised to create a fresh and contemporary look. To appeal to students, we paired these forms with a vibrant colour palette that feels both playful and sophisticated.

Once we’d established this visual language, we eventually turned our attention to the logo. It needed to strike a delicate balance: refined enough to stand alongside world-renowned institutions, yet still approachable and dynamic. 

The result was a smart four-letter monogram that serves as a succinct, versatile shorthand for the charity’s' otherwise long name. Designing a legible monogram from four letters is no small feat, and we’re particularly proud of how this element came together.

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A platform for everything AHLU

The final piece of the rebrand puzzle was a new website. For this, we collaborated with the brilliant Will from Spurwing, whose expertise in Webflow was invaluable.

The website needed to serve multiple functions: encouraging donations, promoting courses, highlighting the benefits of art history education, and sharing latest news. In short, it had to be a dynamic hub for everything AHLU.

Will and his team developed a custom Content Management System within Webflow, enabling AHLU’s team to update the site easily and efficiently. The design reflects the vibrant brand identity we created, making the website the ultimate expression of Art History Link-Up.

‍A team effort

Branding is always a team effort, and this project was no exception. Huge thanks to Marina, Osvaldo and Will for their incredible work. I couldn’t be prouder of the Dennis Studio team for bringing this rebrand to life.

Thank you to Rose, Toby, Nadine, Fay and Ludo for putting your trust in us and being so open and supportive throughout the process. We’re delighted with the outcome.