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Rebranding an international arts centre

Chapter provides space for creativity in all its many forms. Art. Cinema. Theatre. Community. The stories unfolding in their centre, from their creative spaces to their café. They believe art is what you make it. That’s why they seek to nurture and embolden every artist, every creative, every curious mind.
Chapter brand statement set on a green background: ‘A World Of Creativity. A Place To Be You’ Chapter logo overlayed on an image of the interior of a gallery space with shadows cast by multi-coloured lights on the walls. The shadows appear alien in shape and the figure of a statue in the bottom left of the image appears to be looking up at the shadows.

“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.”

Chapter manifesto

Chapter needed a brand and website to represent the creative, diverse, community-centric work they do on both a local and international level. They wanted to stand out as an organisation that has something to say, to show, and to make people feel something. They also wanted to ensure they were as inclusive as possible to all communities in the area and much further afield.

A split image showing Chapter's brand font (PP Supply Sans Semibold) and a mockup of signage running on stairs and by an elevator. A mockup of a Chapter business card. The business card is duotone blue and is placed on a pink board

We created a brand strategy that developed a bold manifesto, values, and tone of voice. This enabled us to then create a full brand identity design language for use online, offline and in-venue. This included typography, iconography, colourways, digital and wayfinding signage, poster templates, and stationery.

A POV mockup of floor-based directions around the Chapter venue

This new brand enabled the team at Chapter to have a strong and inspiring new identity to really represent all of the exciting work they live and breathe day-to-day at the arts centre.

A mockup of a billboard for “The Rolling Calf” a performance event at Chapter. A man is walking past the billboard at the bottom left of the image. A single poster mockup for the performance 'Always Already'. The poster is on a brick wall, a longer perspective view of the street is visible to the right of the image.

Alongside their rebrand, we crafted a new website for them. This website needed to show Chapter as more than just a cinema or cafe. It had to give equal weight to Chapter’s full offering which incorporates much more across art, performance, community, and creative spaces and studios. The emphasis had to be on inviting guests into the venue and clearly helping them to access all of the events, screenings, performances, and services they had available.

Chapter website components Chapter website shown on a laptop screen

We integrated Spektrix for ticket purchasing, membership management and donation collection. This enables Chapter to have a fully-functioning website which works extremely hard for them to promote and sell tickets and their other work.

We also focused on inclusivity and accessibility to ensure all patrons are welcomed to the venue both on and offline. Therefore this site is bilingual in both Welsh and English and all brand and digital work reflects complete parity of both languages to meet their users needs and requirements.

A view of multiple poster mockups lined up on the street. The back end of the bicycle is visible on the right-hand side as it goes past. Pages from Chapter brand guidelines document