Carriageworks, a major Sydney based arts organisation delivering an innovative contemporary program, has launched its 2012 season with a new identity and an integrated campaign aimed at putting the institution on the international cultural map. Developed by Boccalatte, the visual brand strategy and communications seek to enhance the awareness and reputation of Carriageworks.
"We believe the work will go hand-in-hand with the 2012 artistic program to cement Carriageworks' position as one of Sydney's leading arts institutions and as the city's urban hub for contemporary art and ideas," said Carriageworks' Director, Lisa Havilah.
The bold new brand and creative direction is the first major shake-up since the arrival of Havilah, who was recently appointed to the role. Carriageworks is situated within the historic Eveleigh railway yards in Redfern and focuses on contemporary visual, performing and media arts, taking a global, multidisciplinary and diverse approach to the creation, presentation and interpretation of art.
Suzanne Boccalatte, whose brand strategy and visual communications agency has a history of award winning work in the arts and cultural sector, picked up the business by reputation. The studio has previously worked with Havilah, during her tenure as Director of the Campbelltown Arts Centre. Boccalatte have worked in collaboration with Carriageworks to develop a new visual brand strategy, a new logo, an integrated marketing campaign, advertising, the 2012 program catalogue, printed collateral, as well as signage and a new website.
Boccalatte said that to attract a new and diverse audience of art and culture lovers, an overhaul of the visual brand and visual communications strategy was key: "A cultural institution with a smart identity and advertising is in the best position to not only hold its place, but become more visible in the ever expanding line-up of contemporary culture". She describes the new identity as "simple, strong, like the building Carriageworks is housed in. No tricks. A brand that is functional, flexible and honest."
Havilah also believes visual communications will play a vital role in growing the institutions' audience. "Carriageworks offers an open, contemporary experience, which is as much about community engagement as it is about art and culture. Alongside the exciting 2012 program, our new branding and campaign marks a significant new chapter for Carriageworks."
The branding has just launched alongside the 2012 artistic program and new website. This is the first comprehensive annual artistic program for Carriageworks under Havilah, since her appointment in February 2011. The 2012 program explores contemporary art and ideas through a dynamic mix of local and international artists spanning theatre, music, performance and an increased visual arts component.
"For the first time, we will be producing more than two thirds of the artistic content both through collaboration with other arts institutions - including the Sydney Festival and the Biennale of Sydney - and of our own accord," Havilah said.