Creative England, the new organisation replacing the nine regional screen agencies, has chosen Sheffield agency Peter and Paul to create its brand identity.

As exclusively revealed by The Drum earlier this month, more than 150 agencies submitted expressions of interest when the £5k contract was put out to tender in November.

Peter and Paul, which has five staff and has worked with clients including Nokia, Sainsbury's and Channel Four, was chosen after a shortlist of five agencies met with Creative England's digital and marketing manager, Andy Jones.

He said: "We’re delighted to have Peter and Paul on board to help us shape Creative England’s new identity. We were impressed by the way they presented their experience and credentials in their application, and upon meeting them we felt that they demonstrated a great combination of skill and vision for the project.

"Most importantly, they showed that they really understood what we’re here to do and we’re looking forward to working on both this and some other exciting projects with them in the future.”

Creative England attracted complaints on The Drum's comments section, and on Twitter, for the small nature of the budget on offer and for allowing so many companies to spend time preparing expressions of interest.

Responding to that criticism, Jones said: "Working with public funds, we were never going to have the luxury of the kind of budget a commercial company could offer, but nevertheless we wanted to make our selection process as open as possible to provide an opportunity for smaller companies to bid for a project with national and international profile.

"We were blown away by the volume and high standard of applications, especially by those shortlisted, which demonstrated to us the amount of excellent, entrepreneurial work generated by companies of all sizes in this dynamic sector. Making a choice was not easy, and we’d again like to thank everyone who submitted an application."

The brief for the design tender is available to view below.