New brand and website for poet and curator Tony Trehy

Tony Trehy is a leading text-poet and art curator based in Manchester, boasting a track record that includes more than a decade of public art commissioning and the origination of the Irwell Sculpture Trail in north Manchester. Tony was shortlisted for his proposal of the Language Moment for the 2012 Cultural Olympiad. As a poet, he’s published in various international literary journals and has published 4 books of poetry-texts.

The Hamilton Project were briefed to develop a full rebrand encompassing a new website, identity and a range of printed and presentation materials.

Text is always at the heart of Tony’s work be it poetry or art, visual or spoken, or a combination of those specialities. Typography was a key element with the identity and the fulcrum around which any other elements should hinge. An appropriately masculine and forthright slab serif font was selected, offering a fitting balance of new and traditional whilst at the same time illustrating a solid foundation in the form of the upper case ‘T’. The same upper case ‘T’ subtly representing a gallery plinth on top of which the full ‘Tony Trehy’ text sits. The lower case ‘t’ delivers the creativity and optimism with the enlarged speech marks playfully interacting.


Strong consistent typography, bold involving headers set the scene for the print and presentation materials. Formal columns juxtapose with expressive typographic elements to ensure the balance of creativity with detail is met.

As with the identity and styling, typography was a key element with the website. A strict grid based template was designed to hold multiple columns of copy whilst also accommodating fluctuating levels of content across variety of pages. For example Tony’s blog is pulled in to the right hand side column of the homepage, where imported content levels fluctuate from entry to entry.

Bold graphical links juxtapose with subtle typographic framing elements to allow the column lengths to fluctuate without adversely affecting the layout. Strong engaging branded headers deliver a flourish of vibrancy on each page. Featured imagery is subtly manipulated within brand guidelines to assert a creative continuity across the site. The liberal use of white space afforded within the website wireframe is an influence drawn from the look & feel of traditional text based mediums of books and newspapers, reinforcing the importance of language to the brand.