Newcastle design startup expands following Jameela Jamil IWeigh contract

A North East startup is expanding after winning an international activism account founded by actor Jameela Jamil.

Sail Creative, founded in Newcastle four years ago, has moved to the Northern Design Centre in Gateshead to accommodate growth following the contract win, which accounts for 15 per cent of the company’s annual turnover.

The agency, which is made of just three people, was founded four years ago, and only focuses on projects that have a ‘positive social impact’.

Mandy Barker, founder of Sail Creative said: “Our approach to branding as a movement, to making brand communications meaningful reflects the new ways in which audiences engage both online and offline.

“We value authentic activism and radical inclusivity, and it’s been incredibly rewarding to devise the new brand for IWeigh as well as the current campaign I Will.”

Sail’s brand development for IWeigh will focus on user-generated content and building a community which is safe, radical and optimistic “the building of a movement, not a brand,” commented Mandy.

“It was important we created a strong brand that was dynamic but easy for the audience to own.

“The concept ‘rebellion with cause’ reflects this and IWeigh’s ethos of inclusivity and positive activism.

“The typographic elements can constantly change and evolve to represent the world- changing issues IWeigh is tackling.”

IWeigh focuses on body ‘neutrality’ as opposed to body positivity - with an aim society away from self-hate without the pressure of having to love one’s body.

To date the movement has assisted in changing global policies around diet and detox products being shown to minors on Facebook and Instagram, being endorsed by celebrities such as Taylor Swift and Reese Witherspoon.

Erin Finnegan, brand director of IWeigh, said: “We chose to work with Sail Creative largely in part due to their female-led team and clear dedication to social change through design.

“Their approach to working with clients is a fresh departure from the standard creative process, with bold graphics and strong concepts and messaging, they developed alongside our team reflects our mission effortlessly.

“It has furthered our impact on a global level, reaching more audiences and strengthening relationships with world-known brands.

“We love our updated brand and are proud to have Mandy and Sail as a part of our story!”

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