QUAD was formed when two well established arts organisations from Derby; Q Arts and Metro Cinema, joined forces with Derby City Council to create a cultural partnership. The experience of the former organisations and the new purpose-built building is set to reinforce Derby’s growing reputation on the national cultural scene. The ambition of QUAD is to be an organisation and building that is of local, national and international significance, striving to best serve the needs of the people of Derby and the region and attracting the most significant and important names in the world of art and film to the city.
We responded to a brief in 2008 at the start of this journey to develop a brand that would work across the organisation’s activities and throughout its new £10m building encompassing a gallery, cinema, café bar & workshop. We have been working with the organisation ever since on the development and production of numerous marketing campaigns, marketing materials, external advertising, window vinyls, external signage, internal wayfinding signage and a website.
We were tasked with conducting research with with staff and stakeholders, to develop a brand framework that clearly set out the organisation’s vision, mission, positioning, proposition and values in a logical manner and using plain speaking language.
The brand framework informed the development of a brand identity and design system that reflects the multidimensional aspects of the organisation, its activities and personality: warm and welcoming with stature and a degree of authority, with a strong focus on interaction and having fun. We’ve also produced extensive brand guidelines, stationery, internal communications, various promotional materials, cinema idents and the QUAD website.
Following our brand development work and prior to QUAD’s grand launch back in 2008, we were briefed with managing the design and development of the internal wayfinding which covered every aspect of development from planning and design through to installation.
The wayfinding signage project included:
- Working with the architects’ plans to determine the size and scale of all the signage, assessing its fit with the dynamics of the building
- Developing the terminology and tone of voice to be used throughout the building
- Identifying the locations of the signage to maximise visibility and accessibility
- Building comprehensive signage plans of the building to identify the specific signage locations and inform the installation process
- Specifying the colour palettes and materials; these included a mix of directly applied fret cut acrylic letters and vinyl
- Ensuring consistency with the QUAD brand guidelines to deliver a bold and welcoming design style
We directed and produced a showreel to be used in the QUAD building and on the big screen in the market place. A 4ft by 8ft 3 dimensional QUAD logo was created to take out and about around Derbyshire to demonstrate QUAD being out in the community; connecting, stimulating, changing and challenging. The filming of the logo took place in many locations around Derbyshire including a cow field, Derby BMX track, with Rammie at Derby County Football Club and the brand identity was even doodled around by a group of professional illustrators.
Monthly Programme Design
We have designed and produced monthly brochures for QUAD since it’s opening, to promote the events, exhibitions and activities on offer. The brochures employ a bold graphic style, highlighting QUAD’s role at the heart of the city and providing audiences with clear signposting to listings and detailed information on programming. The brochures also reinforce QUAD’s vision and values through a warm and welcoming tone and a focus on interaction and participation.
Annual Review Design & Video Showcase
After producing a diverse range of marketing materials and video promos for QUAD since its opening, we were pleased to be asked to produce QUAD's first Annual Review and video showcase.
Annual Review Design & Video Showcase
The Annual Review and video showcase focus on QUAD’s activities in its first 18 months, including facts and figures, achievements, testimonials from QUAD's partners, supporters and customers and featuring highlights of QUAD’s exhibitions to date. With stakeholders in mind, the Review and video showcase are a celebration of QUAD’s success to date and provide a vision for its continued success.
QUAD Website Development
Having worked with the QUAD team on the development of their original website back in 2008, a lot of changes had occurred as QUAD grew into a more established organisation so in 2012 Katapult redeveloped the site to reflect QUAD’s current profile and portfolio as well as improve engagement between QUAD and its audiences. Objectives included increasing the general awareness of QUAD, its services, facilities, participation work and wider remit, generating and retaining a higher volume of online visitors and driving enquiries, membership and online bookings.
The process began with analysis of the existing site’s performance and revisiting the user experience for each target audience.
Following development of an appropriate user goals, information architecture, wireframes, UX and structure, a revised look and feel was developed. During the build, we worked closely with our technical development partner, to deliver greatly improved content management efficiencies and significantly improved ticketing integration with PatronBase to make the customer experience simpler and the cross-selling opportunity more fluid.
The site also features a searchable and easy to update events calendar, improved blog and social media integration and an interactive family section to encourage engagement.
QUAD Mini Adventures
By way of introducing new revenue streams and to provide a permanent form of mobile marketing, QUAD have recently introduced a coffee and snack car in the shape of a mini, complete with a top of the range coffee machine. The catering team plan to serve passing trade in the mornings outside QUAD and take the car to various events around Derbyshire including the QUAD Summer Nights film festival locations each summer.
We produced the vehicle livery for the new mini, featuring full-wrap graphics, to ensure it has high brand visibility when it’s out and about on the road!
Since going live, site performance has improved considerably with an increase in unique visitors from an average monthly 22,000 to 27,000. Pages per visit have also increased by 15% from the same period last year; average visit duration by 20%, unique visits by 27% and page views by 44%.