A city observatory redefined
Client
Collective Gallery
Date
2014
Location
Edinburgh, UK
Website
Services Provided
Sector
Established in Edinburgh in 1984, Collective is a contemporary visual arts organisation based in their newly developed city observatory complex on Calton Hill.
Our work captures the process of repurposing a historic location into a new kind of city observatory. The brand identity underpins the repositioning of the site as a vibrant destination, that brings people together to look at, think about and produce contemporary art.
01
Brand creation from the ground-up with phased development and implementation in-line with the funding aims of the organisation.
02
Our work with Collective we helped them to raise awareness and secure the final phase of funding required (4.5m) to complete the restoration of the building.
03
The new website attracted over 39,000 users during the first year of the relaunch.
Brand
After completing an initial rebranding process in 2013, a long-term marketing strategy was implemented to grow audiences and attract new investment ahead of the permanent move to the redeveloped Calton Hill site in 2018.
Wayfinding
We designed a comprehensive wayfinding and signage scheme to overcome the specific challenges the hill top site presented.
Our modular system retains a uniformity whilst allowing for flexibility to accomodate the changing nature of the exhibition programme.
Collateral
Working with Collective we created a range of marketing materials, raising awareness and helping to secure the final phase of funding required (4.5m) to complete the restoration.
Content
We created a promotional film which was used to raise awareness of the project and successfully raise the capital funds required to make the restoration project a reality.
We also commissioned photography to capture the epic nature of the site and the juxtaposition of building's heritage and the contemporary nature of the new space.
“
The contribution Graphical House have made to Collective's successful re-branding and launch of our new home on Calton Hill has been huge.
Eric Hildrew
Head of Marketing and Communications Collective
Digital
The website was designed to adapt to new requirements and content in the future. The website had over 39,000 users during the first year of the relaunch.
We have also collaborated with Collective on one-off projects aimed at offering visitors engaging, site-specific multi-sensory experiences through the use of digital technology.
Collective Matter
A new sub-brand was also created for the launch of Collective Matter – a physical and online shop selling a curated selection of limited editions and products inspired by art.
“
We felt that Graphical House had a sound understanding of our needs from the beginning. They took the time to research our audience and our market, to consult with us at the start, and to think through an intelligent approach.
Graphical House were organised and reliable to work with. They kept in touch regularly and the project took place very smoothly. We have maintained a strong working relationship with them and wouldn’t hesitate to recommend them for other brand design and roll-out projects.
Kate Gray
Director, Collective
