The Challenge
I'd known DICE for a while, and in conversation I mentioned a few things I'd noticed about how they were presenting themselves. The brand they had didn't reflect the audience they were trying to reach — it read younger, and softer, than the sharp, creative young adults they were built for. What struck me more was what they told me afterwards: people were confused about what DICE actually did. That confusion was drawing in the wrong clients and the wrong young people, and leaving the founders spending their energy explaining their way out of a brand that misrepresented them.
A few months later, ready to take the business to its next stage, they reached out and asked me to be the person to fix it.
The Strategy
The problem wasn't DICE's work — it was how it was being read. So before anything visual, I set the goal: build a brand that represents who DICE is and who they're for, so Aaliyah and Kianu can stop having to explain it every time. Everything I designed after that had to serve it.
The Identity
The first thing I refused to lose was the lion. DICE was founded in honour of the founders' father, who called Aaliyah and Kianu his young lions — and a mark carrying that much meaning doesn't get thrown out with the old brand.
I gave the lion a ragged mane — almost dreadlocked, a quiet nod to their Jamaican roots. I gave it a slight curve at the mouth, where the cheekiness lives. An expression that says so what? I'm still gonna rise.
The result is The Raggamuffin Lion — named after the Jamaican term “raggamuffin,” associated with toughness and resilience. The lion embodies strength, courage, attitude and leadership, but beneath the surface is something more personal: the lived experiences of the young people DICE exists to serve. The symbol came from the people DICE was built by, making it a representation of both their resilience and potential.
We also fixed the name, from "Dipped In Creativity Engagement" to "Dipped In Creative Engagement".
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The System
I developed a bold, expressive identity rooted in The Raggamuffin Lion, carrying elements of the symbol throughout the wider brand. Lightning bolts, stars and directional shapes drawn from the lion’s features were woven into the wordmark and supporting graphics, giving the identity a sense of energy, movement and purpose. A vibrant colour palette reflects the creativity and self-expression of the young people DICE serves, while bold typography and handwritten details balance confidence with warmth. The art direction centres real people, capturing the joy, energy and authenticity at the heart of DICE.
Results
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Secured multiple new consultancy clients through strategic enquiries
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Increased website engagement and higher-quality enquiries
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Improved confidence in communicating DICE's services and mission
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Attracted more aligned clients while reducing time spent explaining their value
"Working with Anya is a truly inspiring and transformative experience. She brings a unique mix of creativity, enthusiasm, and resilience to every project, making the branding process feel accessible, collaborative, and confidence-boosting. Her research-driven approach, passion, and leadership ensured our vision was brought to life with precision and purpose. Her commitment to excellence and ability to align mission and vision in branding make her a game-changer!"
Founders; Aaliyah & Kianu Glasgow
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Dipped In Creative Engagement CIC
Industry
Professional Training and Coaching
Youth Development / Engagement
Employability & Skills Training
Social Impact / Nonprofit (CIC)
Deliverables
Brand Strategy
Brand Identity Design
Website Design
Social Media Collateral
Launch Support
DICE CIC — Dipped In Creative Engagement — is a youth engagement agency and training provider based in London. They co-create programmes, consultancy and employment pathways with and for 16 to 24-year-olds, championing young people facing intersectional barriers: those who are care-experienced, involved with the justice system, excluded from mainstream education, or up against systemic barriers to progression.
London → Worldwide
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