Thompson Brand Partners reveals branding for new contemporary art space, The Calder

Head of marketing and communications at The Hepworth Wakefield, Hollie Latham, commented: “The Hepworth Wakefield is really gaining recognition so it was important that the identity for the new space felt like an extension of what we’re about, not something completely unrelated. The brief was to create something that works alongside what we have, but that is distinctive enough to appeal to a much wider audience – predominantly younger. Thompson has helped us find something more than just a brand identity – it’s a whole way of being that allows us the flexibility to develop and change.”

The brand identity from Thompson Brand Partners will be implemented across signage, staff uniforms, printed publications and marketing material both on and offline.

Ash Spurr, Thompson Brand Partners’ designer, added: “Approaching the creative aspect of the project through copywriting allowed for a more direct and bold approach than could have been achieved through images. The Hepworth staff really embraced the brand and haven’t been afraid to take risks with it. It would have been very easy for the gallery to go with the safe and easy option, but they gave us the freedom to develop a challenging, and fun identity that gives the space not only its own identity, but a platform for debate and experimentation.”