Tending Layers —
Where creators put down roots.
A brand for an agency that works like a mycelium network, linking creators, culture and brands.
A talent management and social strategy studio
The identity needed to hold two things at once: a coherent studio level brand, and flexibility to give each individual creator on the roster their own visual presence within it.
The challenge
A talent studio’s brand has to work on two levels simultaneously. It has to present a single, credible identity to the brands and clients looking to partner with the roster, while also making space for a genuinely diverse group of individual creators, spanning across sectors without flattening any of them into a single house style.
The identity also had to carry the studio’s underlying philosophy, that the strongest brand and creator partnerships are not manufactured, they grow, given the right conditions.
Developing a custom asset generator
The strategy and the visual identity are built on the same idea. Tending Layers works beneath the surface, the way mycelium connects an entire ecosystem out of sight, building the relationships that let brands and creators take root together.
We built a custom interactive mushroom generator for the client to bring the concept to life. With a click of a button the client can produce a living network, each one distinct for each creator.
The result is a brand that can grow without losing itself
In the same way the studio talks about partnerships growing naturally rather than being forced. The core palette, gradient logic and typography keep every touchpoint recognisably Tending Layers, while the generative mushroom system means the roster can expand, with each new creator. Bold and digital forward on the surface, but built on a metaphor of shared growth and community.
