Collective

Collective

A city observatory redefined

We began working with Collective during the transitory phase of their ambitious relocation to the historic city observatory.

 

We began working with Collective during the transitory phase of their ambitious relocation to the historic city observatory.

After completing an initial rebranding process in 2013, a longterm marketing strategy was implemented to grow audiences and attract new investment ahead of the permanent move in 2018.

 
 

Above: Example marketing materials since 2013.
Below: A film designed to help the fundraising effort.

 

Above: Example marketing materials since 2013.
Below: A film designed to help the fundraising effort.

 
 

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. 

The permanent site was opened to the public in November 2018, and had over 300,000 visitors during the first year of reopening – double their initial target.

 

The permanent site was opened to the public in November 2018, and had over 300,000 visitors during the first year of reopening – double their initial target.

A unique arts destination, included in Edinburgh's UNESCO World Heritage Site.

Featured in Dezeen's Top 10 architecture projects of the year, 2019.

 

A unique arts destination, included in Edinburgh's UNESCO World Heritage Site.

 

Featured in Dezeen's Top 10 architecture projects of the year, 2019.

 
 
 

We continue to support Collective as it evolves and diversifies its world-class contemporary arts programme.

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

Building an inviting identity

Brush calligraphy was used to create the original logotype and subsequent display font.

 

Brush calligraphy was used to create the original logotype and subsequent display font.

 

Coupled with vibrant colour, this direct style captures an energy and urgency – especially when set against the formal architecture of the site.

 
 

Coupled with vibrant colour, this direct style captures an energy and urgency – especially when set against the formal architecture of the site.

The handmade type is counterbalanced with a modern secondary typeface (Circular) that establishes hierarchy, clear legibility and structure.

 
 

The handmade type is counterbalanced with a modern secondary typeface (Circular) that establishes hierarchy, clear legibility and structure.

 
 
 

A diverse colour palette provides a simple coded system for wayfinding and website navigation.

 

A diverse colour palette provides a simple coded system for wayfinding and website navigation.

 

A unique and unintrusive, free-standing wayfinding system was made to sit in harmony with the site.

 
 

A unique and unintrusive, free-standing wayfinding system was made to sit in harmony with the site.

Steel frames with detachable panels were designed for long-term flexibility. The rocks used to weigh them down were excavated from the actual hillside.

 

Steel frames with detachable panels were designed for long-term flexibility. The rocks used to weigh them down were excavated from the actual hillside.

 

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.

A full range of merchandise and point of sale graphics were created using the modular components of the Collective Matter logotype and 'parent' branding.

 
 
 

A full range of merchandise and point of sale graphics were created using the modular components of the Collective Matter logotype and 'parent' branding.

 

The website has been designed so it can modify and adapt to new requirements and content in the future.

The website had over 39,000 users during the first year of the relaunch.

Modular content blocks are used in the CMS to easily manage and assemble new content.

 

Modular content blocks are used in the CMS to easily manage and assemble new content.

A recent micro-site redesign has seen a four-fold increase in Observers' Walks downloads.

 
 

A recent micro-site redesign has seen a four-fold increase in Observers' Walks downloads.

The Collective Matter shop is integrated to the main website with its own practical CMS.

 

The Collective Matter shop is integrated to the main website with its own practical CMS.

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