Yesterday saw the launch of the name and identity we created for Storyhouse, a new £37m cultural centre for Chester.
The innovative new centre designed by architects Bennetts Associates is the biggest current Arts development project outside London. It features an 800 seat theatre, capable of conversion to a more intimate 500-seat layout, plus cinema, studio and cafe bar. The building will also house the city’s library, in an innovative mix of cultural and art offerings unique in Britain.
In addition, Storyhouse will curate and produce a diverse range of events and festivals throughout the Chester and West Cheshire region, including Grosvenor Park Outdoor Theatre, Chester Music Festival and Moonlight Flicks.
Artistic Director of Storyhouse, Alex Clifton says: “We will be running a building like no other. It needs a unique name to reflect its unique offer. This is a place to discover, make and share great stories. It’s a place to bring inspiring ideas to life. Storyhouse brilliantly captures and communicates the creative spirit of our integrated library, theatre and cinema.”
Our research saw us engage with funders and stakeholders across the Arts, Political and Commercial landscape, as well as with existing Arts providers in the region and the general public in a two day consultation.
Inspired by the original art deco building and the organisation’s role of connecting people and communities through storytelling, the visual identity is made up of a number on interconnecting geometric shapes.
Creative Director Karen Hughes explains. "It was important to us that the identity reflects the values of the organisation as well as feeling like it belongs within the space. The brand identity that the team has created feels reassuringly and instinctively right for both the building and the organisation, ensuring it has authenticity and longevity."
Over the next 12 months True North will continue to grow and adapt the brand as the buidling nears completion.
Senior Designer Adrian Newell says “Rather than creating a rigid set of guidelines, we will continue to work alongside the client team, helping them to bring the new identity to life as the building develops, enabling the brand to adapt and respond as Storyhouse takes shape.”
"We’re over the moon at our new identity. It’s a straightforward expression of the journey we have been on as a company and where, together, we are going in this amazing new building.” says Andrew Bentley, Chief Executive of Storyhouse.