Brand development and website delivery for Chapter.
Launch projectHelping a pioneering arts centre reflect its evolving mission
Chapter provides space for creativity in all its many forms: art, cinema, theatre, community. For over 50 years they’ve been presenting, producing and promoting work in Cardiff, nurturing artists and welcoming audiences from the local community and around the world.
Their brand and website didn’t reflect that ambition. Chapter needed an identity and digital presence that conveyed the full breadth of what they do: not just a cinema, not just a café, but a multidisciplinary arts organisation at the heart of its community.
Why Chapter
“Chapter is a cultural organisation that truly understands the power and importance of the arts. By commissioning exhibitions from diverse artists, hosting a community garden and offering 'pay what you can' pricing, they make art more accessible to all.”
Mat Hayward
“From world-class and emerging talent to the next generation, to our audiences and visitors. We’re here for all the things that bring us together, the things made to share, the things that make us.”
Research and discovery
We started with the organisation: workshops with the Chapter team to understand their mission, audiences and ambitions. We then explored how those audiences (visitors, local community members and artists) used digital platforms alongside the venue, and what they needed from a new website. That research shaped both the brand strategy and the content structure that followed.
Brand strategy and identity
From the research foundation we developed a brand strategy: a bold manifesto, clear values and a tone of voice that captured Chapter’s character. From that we built a full identity designed to work across every context: typography, iconography, colourways, poster templates, stationery, digital and in-venue wayfinding signage. An identity system with enough range to hold together everything Chapter does.
Welsh and English, with complete parity
Chapter serves communities across Cardiff and Wales. Every element of the brand and website reflects complete parity between Welsh and English, meeting legal requirements and serving their audiences properly.
User-centred website
The website needed to present Chapter as far more than a venue, while making it genuinely easy to find and book events. We designed and built a component-based system in Craft CMS, with flexible templates giving equal weight to cinema, performance, exhibitions and community programming across all devices. Chapter’s team can build and manage content pages independently.
Integrated with Spektrix
We connected the Spektrix REST API to pull event data nightly into the CMS, keeping What’s On current without manual duplication. Spektrix Web Components handled ticket sales, memberships, donations and gift vouchers across the site. The same data pipeline fed live event information to in-venue digital screens throughout the building. For the first time, Chapter had full visibility of the customer journey from discovery to purchase, tracking over 1.6 million Spektrix ticketing interactions in the first six months post-launch.
