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 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 worked with the organisation on the development and production of numerous marketing campaigns, marketing materials, external advertising, window vinyls, external signage, internal wayfinding signage and a website.
Chief Executive, QUAD
We were tasked with conducting research 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 used 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 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, 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:
We designed and produced monthly brochures for QUAD, to promote the events, exhibitions and activities on offer. The brochures employed a bold graphic style highlighting QUAD’s role at the heart of the city, and provided audiences with clear signposting to listings and detailed information on programming. The brochures also reinforced QUAD’s vision and values through a warm and welcoming tone and a focus on interaction and participation.
After producing a diverse range of marketing materials and video promos for QUAD, we were pleased to be asked to produce QUAD’s first Annual Review and video showcase.
By way of introducing new revenue streams and to provide a permanent form of mobile marketing, QUAD introduced a coffee and snack car in the shape of a mini, complete with a top of the range coffee machine. The catering team 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.
Former CEO, QUAD