The tender stated specific aims of the new building that the new branding had to satisfy. The building had been developed to build on the existing success and growth of the creative industries in the Borough which at the time contributed 16% of North East England sector output. It would help create upto 60 new jobs, support 150 businesses and attract more income to the economy by attracting more visitors. The space would provide fully serviced and high quality space where artists and creative businesses could flourish.
On undertaking our stages of research for the branding, we realised that the building was well thought of by local people. There was an element of local disdain over the demolition of the old building as featured in various articles in the local media. We uncovered a website with stories of the Palace Theatre from ex-employees and descendants of past owners. On speaking to local people, we realised that the building held a lot of happy memories in its various guises as a theatre, cinema, bingo hall, social club, and amusement arcade over the past 80 years. This become a focal point for some of our ideas and helped shape the initial design stages of the brand design.
As part of the project, we also had to undertake a series of workshops involving local creative businesses. We tasked each company that attended these workshops to produce their own thoughts on the following areas of the branding:
Through our extensive research and discovery phase, it became evident that the Council's suggestion of calling the building The Hub wasn't distinctive enough. We proposed a new name and given the stakeholder interest in this project, we thought the name would not be chosen. As it happened, on the evidence of our research, they loved it and the building was to be known as the Palace Hub.
If you have a potential project that we could help you with, please fill out the form below with the information and we'll get back to you.