In 2015, Generator acquired Digital Union which focused on the region’s renowned creative and digital sector, as well as continuing to offer support to music artists via Tipping Point and business growth support through its Digital Futures Programme.

Over almost three decades, divisions and sub-divisions, brands and sub-brands, had emerged but without cohesion. Generator’s mix of messages meant that its amazing work was getting lost behind a disjointed visual and verbal architecture. They couldn’t explain who they were and what they stood for in a short and succinct way.

Horizon Works was asked to come on board, to provide clarity to Generator’s brand and proposition.


We knew with our thorough methods and diverse marketing talents, we could deliver a strategy that would create a more defined and clear proposition which people would engage with. Structure, messaging, branding, guidelines and tactics, would all be addressed in our audit and strategy to drive future change for Generator.

Our communications audit required us to interview current clients of Generator and Tipping Point, lapsed and prospective members of Digital Union, board members of Generator, as well as key members of the team. We looked at Generator, Tipping Point, and Digital Union as combined and separate entities – to unravel perceptions of their brands, what they stood for and what they meant to their audiences.


We worked with Generator to refresh its branding, as well as the sub-brands for Digital Union and Tipping Point. Digital Union and Tipping Point remain separate brands but the relationship with Generator is now clear with the bridging line ‘Powered by Generator…’ used in introductory text and under the logo.

Consistency has been introduced and there is a distinct message and style which explains each proposition. We provided a structured marketing strategy which has allowed the Generator team to work in an integrated, consistent and coherent way. By following our strategy, Generator has emerged with a clear identity that reflects its position as one of the UK’s leading business support agencies for the creative, digital and music sectors.

“The whole exercise and strategy has underpinned our offering and gives clarity to such a wide range of people; from clients, to people who use our services, to people who want to buy our services, to stakeholders, to public sector.”

Jim Mawdsley, CEO

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