ProjectBranding, website, signage & wayfinding
The BriefA challenging brief and budget to create the name, logo, branding guidelines, signage/wayfinding and website design for a new creative studio development. The building is to be a light-touch refurbished Grade II listed former hosiery factory in Leicester's cultural quarter to house 10 workspaces for professional designer-makers. The project is to be managed by the LCB Depot team.
The ThinkingThe Makers Yard name references the hidden central courtyard around which the studios are based. The new brand needs to reflect the rich history and heritage of the building, as well as sit comfortably with the tenants' diverse creative output. The logo features custom hand-painted lettering against a hand 'rollered' square. This hand rollered technique is featured throughout the branding from image edging to sign panels in the building. The use of Futura for typography gives a clean, yet slightly industrial feel to counter the handmade output.
The ResultThe Makers Yard brand gives a premium, heritage feel using traditional finishes, colours and techniques, with a creative twist. Signs feature materials reclaimed from the site, as well as hand painted signwriting to the fascia and directional signage. It's perfectly in keeping with both the building's heritage and the creativity of the new occupants' work.
The Makers Yard brief was not straightforward. In fact it was a kind of 'perfect storm' of constraints for a branding project. Newenglish were excellent at establishing an inspired name and identity that sensitively encapsulated all these important elements. The success of the brand speaks for itself; 75% occupancy on opening and nothing but positive comments from the key stakeholders. I know they went above and beyond in all elements of the brief.Marketing Manager