The Indastree

Industry

Entertainment / Media Production

Television & Film Production

Documentary / Docu-series

Creative Industries / Culture & Music

Deliverables

Brand Strategy
Brand Identity Design

The Indastree is a docu-series following people in the entertainment industry — their journeys from underground to mainstream, told through the Black British experience, and the challenges, vulnerabilities and triumphs along the way. It exists to celebrate Black British culture authentically and put Black creatives and representation on screen, at a time when UK television still sits well behind what the US has done.

The Challenge

When The Indastree approached me to brand the series, it resonated — I was an aspiring creative myself, trying to make it in the big city. The name is a play on "in da streets", and it carries the grind it takes to survive and thrive in one of the hardest industries there is. The identity had to hold that: the grind, the creativity, and the city, so it would feel instantly kindred to the people in the series and the people watching it.

The Strategy

The ask was a bold wordmark — the kind that's instantly recognisable, like Love Island or Love & Hip Hop. Sitting with it, I realised everything I needed was already outside my door. The answer wasn't in a moodboard, it was in the city.

The Identity

So I went around London seeking inspiration. The tall skyscrapers and busy streets shaped the type. The graffiti across parts of the city spoke to the grind and the creativity that rises from aspiring creatives from unrepresented and minority backgrounds. The bright orange comes from the TFL Overground — the rush of public transport in a busy city, everyone getting to their next destination — across the city, and in their careers. I went even further to make the wordmark distinctive by shaping the STR lettering into a film camera on a tripod, tying everything together harmoniously and intentionally.

Results

Delivered a standout identity that drew immediate positive audience feedback.
Increased confidence in presenting and championing the brand
Improved clarity in communicating the brand's mission and value
Attracted more aligned audiences through a clearer, more resonant identity

“We absolutely loved the final result! Anya was incredibly professional and exceeded our expectations. Creativity and passion truly shine through her work. She provided exemplary service, meeting all project requirements while maintaining clear communication from consultation to final delivery. The vision was understood perfectly and executed with precision. Her ability to capture exactly what clients want is remarkable.”