The initial strategic process developed the collective positioning for the venues as ‘For us it’s personal’. This became the foundation on which we built both visual identities.
The notion of showcasing personal experiences heavily informed our creative approach. In order to maintain visual flexibility, we developed a mark for each venue that had the ability to be used as a dynamic framing device. These viewing windows allow the audience to step into a moment and look at what is happening inside each venue.
A supplementary colour picking system was incorporated to cater for the diverse nature and needs of each venue, whilst also reinforcing the ‘personal’ brand positioning by enabling all communication material to be individual but still cohesive.
We developed comprehensive brand guidelines to show how to best use the identity system.