Brand communications often have to be very consistent and compliant. Outputs usually have to follow a series of quite complex brand identity guidelines designed to ensure that disparate executions work together to build recognition and maintain quality standards.
So it’s a breath of fresh air when a project comes along and you’re asked to break all the rules and have some fun!
While the construction work for the University of Warwick’s new cultural and creative hub take place, we were tasked with creating a series of temporary hoardings to shield the building work.
With designs needed to cover 265 metres of hoarding, it’s one of the largest physical branding projects that we’ve undertaken. Rather than trying to prevent people from seeing the construction work, our brief was to create designs that “encouraged and nurtured curiosity” and allowed passers-by to see the development in progress.
We needed to demonstrate how creativity is central to the University and Warwick Arts Centre, with aspirational messaging that reflects the Arts and communicates an entrepreneurial and innovative spirit.
As all the venues remain operational during the construction work, it was critical that our designs also delivered an important ‘open for business’ message.
We employed a vibrant mix of colour, illustration and photography to create street art. We encouraged audience engagement with key words and benefits of the future world-class venues, creating an anticipation of what’s to come. We created messages that engaged with a broad demographic of audiences including staff, students, visitors and the local community. We injected more fun with “Backstage pass” windows, and other opportunities to allow passers-by to see what’s going on behind the scenes..
With an estimated 12,000 people passing through the campus everyday, it’s a great way to capture attention and engage with a broad audience.
The hoardings will be in place until the new buildings open in 2020, when the venues will reopen to showcase the very best in contemporary art and entertainment.
The word on the street is that “they look absolutely brilliant.”
Well that works for us.
In early 2018, Warwick Arts Centre was awarded £4.2m in National Lottery funding from the Arts Council England towards its 20:20 capital project to redevelop the existing cultural and creative centre for the region.
The Warwick 20:20 Project will ensure that Warwick Arts Centre will be the region’s leading cultural centre – a place where creativity, collaboration and innovation thrives, and that it will be a key venue in Coventry’s year as UK City of Culture 2021.
We specialise in creating communications that connect with our client’s audience and motivate them to think, feel and act differently in response to their brand.
Photography by Rebecca Knowles