WSA Rebrand

A couple sick weeks didn't do me or any of my projects any good however, now I'm back on track trying to get all my ideas and thoughts down and to present them in a professional way exploring my thoughts throughout the whole process.

I am looking towards using interesting materials such as translucent coloured papers and quality matt black card with slick techniques for example spot varnishing or block foiling. These are different ideas I am going to experiment with to see which suits best. Then to spread my final design across the board and apply to different perspectives, like how we can advertise Wigan School for the Arts thinking broader than just paper.

Wigan School For The Arts is located just on the outskirts of the town centre offering an extensive variety of creative courses within great facilities. Unlike many other colleges being located out-of-town, Wigan School for the Arts is a 2-minute walk from the town centre. This gives easy access for students with the bus station and Wigan train station near by.

First impressions are everything but from outside the Art School looks like every other building and hardly different from the Thomas Linacre Centre Hospital across the road. A personality needs to be established so not to look like the Parsons Walk campus. Changing the appearance of the building would have an instant promotional effect and would indicate how seriously Wigan School for the Arts is in establishing itself as a professional and creative seat of education.

The School for the Arts is a self contained campus with many state of the art facilities including a professionally equipped theatre recently refurbished, radio, television, photography, life drawing and music recording studios. A Mac suit, conventional print room and fully equipped design studios sit along side over 20 professionally specified sewing machines within the fashion and clothing workshop, 3D creation containing drilling and welding facilities as well as a ceramics department boasting two kilns.

The Art School lacks identity, there is colour everywhere within the four walls but externally very little - this must be the first creative change. Wigan School for the Arts needs a brand. The atmosphere and personality inside of the college is in sharp contrast to the view the public has. Colour gives everything personality. Colour will bring the Art School to life creating physical recognition, which is a key objective in all advertising, in information and the bespoke Art School prospectus.

The creative solution

Based on investigation, on research into the appearance of other institutions, considering both the good and bad points of the Art School, the next step was to bring together the creative thoughts with definite requirements. A presentation of different styles, elements of typography and art directions became essential to discover the correct graphic direction and photographic treatment that would illustrate what Wigan School for the Arts is all about. There was consideration given to different themes, marks & logos and promotional materials, as this would all be developed and reflected within the final outcome.

The result of the research revealed colour should be the main focus in the identity. Consideration to the correct font, strong and memorable colours were explored and experimented with. Through discussion, the new brand was to be represented by hand skills and strong colours. The former was achieved had been achieved by cutting a typeface through those items that would allow and rejoining to create the final logo.With the mark developed this was applied to the Art School prospect. Translucent papers acting as section dividers were selected as this would also feature in the exterior of the building.

The concept for the prospectus was to create the contents page from translucent papers with the courses located at the top. The front cover was to have the logo die cut to reveal all the colours. The images within the brochure are to be printed in monotone to contrast with the overlaying transparent papers. Leaflets and invitations feature a matt black cover with the logo similarly cutout as with the prospectus with again and the colours showing through.

The stationery set was designed to reinforce the Art School identity and continue the cutout, strong colour theme. The letterheads, compliments slips and the business cards have the logo die cut with the black surround. All items are printed double sided with the colours used in the brand on the rear, when folded down the colours are seen through the die-cut logo.

The exterior

A considerable sized ‘canvas’ is available to work with - signage will endorse the brand. At night lighting will shine upwards illuminating the logo this will be secured to the main wall using heavy-duty fixings. There will be suspending sheets of the coloured transparent acrylic in front of the windows, this will give the building a ‘colourful personality’ and look interesting. At night these will be illuminated also to create something extraordinary. Smaller coloured transparent sheets will be featured at the main entrance acting as ‘doors’ and dividing areas. This will provide an unusual tactile way of engaging staff, students and visitors with the new identity.

The corporate signage

Directional signage is produced in matt black background incorporating the stripped colour branding. The signs have been kept the same size with the same information. Additional welcome banners have been produced for exterior purposes located outside the college other banners have been designed for out of town following local bus routes and busy shopping areas saying “So Close, 5 minutes away”. This method of advertising is a substantial way of explaining where and how close we are.

Further advertising has been designed for 48 sheet billboards and 6 sheet bus stop shelters for main bus routes and retail parks around Wigan, Bolton and St Helens to capture the attention with the use of one word ‘Creativity’. This has been produced using ‘creative objects’. A range of recognised items from several areas of Wigan School for the Arts has been selected to create the concept for creativity. Consideration had been made to the brochure, by applying one form of ‘creativity’ to each of the course titles.

A second advert has been created to be situated around the North West area more for late night traffic hotspots; this will be executed by using a black canvas with a transparent Wigan School for the Arts logo displaying colours from behind. This will work just like a lava lamp, wax and a clear liquid in a sealed unit with the aid of an incandescent light bulb down below heating the coloured wax to then circulate around the sealed area. This will create great impact and capture attention of the many especially lava lamp effect.

Inside the building it is important to know where you need to go. The new clear signage will make life easier. This interior signage requirement has been designed to easily navigate students, staff and visitors. The signage will follow the same corporate style as the exterior indicators. The signage will be directional but unobtrusive, the strength of colour and black background which is unlike anything else on the walls/doors will be set it aside from posters, results and achievers currently insitu. An introduction to design history using quotes from creative practitioners and performers will adorn the reception and foyer area.

The explanation

On completion of the brief a brand identity has been produced for Wigan School for the Arts, an energetic personality has been created using intense colour and a bold font. The objective of promoting the arts college has been a challenge but successful. Considering the image Wigan School for the Arts was portraying, this is a far more original, creative and outstanding approach. The black base was best suited to give the colours and white text great impact. This has been produced with the intent of subtlety and clear communication.

All promotional design work carried out for Wigan School for the Arts has been given a thorough thought by showing a selection of traditional skills throughout the stationery set and the prospectus. Using a die cut and a spot varnish creates interest and becomes interactive demonstrating ability towards paper crafting and creativity.

The rebrand on the whole offers a fresh, sharp, modern image to recognised and remembered. The bright bands of colour being the main feature; gives the identity and Wigan School for the Arts personal.

Robert Blair

Graphic designer