The Westway Trust heads for 'Destination 2030' with refreshed branding from SomeOne
The Westway Trust, a registered charity and social enterprise, has been working with SomeOne over the last eight months to revitalise and relaunch the organisation.
Formed out of a local protest in 1971, when the A40 Westway Flyover was built leaving 23 acres of derelict land in Kensington and Chelsea which the Trust manages on behalf of the community, the Trust today offers education and training programmes and runs two sports and fitness facilities, as well as health and fitness services.
With a new strategic vision – ‘Destination 2030’ – the Trust approached SomeOne to help it become more visible and relevant to those it benefits. As many confuse the Trust for a council services department, SomeOne’s creative vision for the Trust had to take into account different audiences from service and cultural perspectives.
David Law, SomeOne co-founder and executive creative director, explained: “I have always been fascinated by the concept of ‘liminality’. The idea that interesting things happen in borderlands, between places and in times of transition is a concept well used in narrative, from Hamlet to Breaking Bad and Vice News. It can create a great canvas for designers because it allows the unexpected to happen and creates compelling intrigue for the viewer – it is transformational. The Westway is itself a liminal space, stitching together the borough and bringing together people of all backgrounds in a really interesting and unique space – under a flyover.”
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