The Challenge
Armed with a new brand, Saltwater still needed to define its style and how it would communicate its message to the masses. While there was some direction in place, there was need for refinement and a more conducive way to execute the brand as the construction began on this new Arts facility.
With a community split on their views of the new venue, the style and execution of the brand into the online space needed to inspire the imagination and spark conversation about the exciting future the facility would provide for the community.
The Idea
While the construct of the mark couldn’t be changed, we needed to inject more flexibility into the overall brand execution as well as bring a more easily managed style to the table.
The foundations were all there but it required refinement to ensure that it would execute in the real world.
We began by working on the brandmark itself and how we could execute this in new and innovative ways. We also examined the palette and its reflection of the environment and the country by which the name ‘Saltwater’ was derived from.
The Solution
We added flexibility to the brand through a suite of new uses of the brandmark via a controlled suite of brandmark assets. This was an unusual step but when dealing with the arts, we needed a higher level of flexibility than would be required for a traditional corporate brand.
We also added an additional colour to the palette which provided life and the right amount of variety for the execution to come to life.
The bold blocks allowed for a contemporary design aesthetic which speaks to the facility and the variety of activities that Saltwater will facilitate. This provided a highly flexible and robust system for the execution across online and offline materials.
The Last Word
In collaboration with EUSO Digital, we developed the website which has been built in stages to coincide with the construction of the facility. From a holding page to the release of the full site with an integrated booking system, the website personifies the design and style for Saltwater.
What We’ve Done
- Corporate Style
- Stationery Suite
- Design
- Collateral
- Templates
- Signage Solutions
- Video Production
- Website