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Norwich Cathedral’s primary purpose is to be a place of Christian worship, although it also plays host to special civic and legal services and serves as a venue for concerts, talks, exhibitions, degree ceremonies and other community events. It began, over 900 years ago, as the Cathedral church of a Benedictine Monastery, built to inspire by its sheer size and magnificence. The Cathedral continues to fill today’s visitors with a sense of awe and wonder – the focus of both city and county life.
Norwich Cathedral forms a dramatic point in the city’s skyline.
We took inspiration from its famous spire – the second tallest in England – to create a brand identity that preserved and celebrated over 900 years of history while modernising and broadening its appeal for visitors today.
We considered the spire as an icon for faith, belonging and community – the anchor of a brand identity to be applied across a range of printed communications as well as having a physical presence within the Cathedral.
We’ve created numerous pieces of printed literature and promotional campaigns – including these lighthearted posters which borrow excerpts from the bible to promote the gift shop!
When it came to creating a set of brand guidelines, the word ‘guidelines’ was swiftly replaced with the more appropriate term of ‘bible’, and the section headers and copy provided opportunities to engage the reader with wit and humour. The document was created as a digital resource with no hard copies produced at all. However, it was designed and visualised to appear like a physical pocket bible.
We conceived and art-directed an advertising campaign to communicate the diverse ways people interact with the Cathedral – for worship, reflection, music or socialicising. Titled ‘#mycathedral’, the campaign features real people and stories.
As well as commissioning a portrait of each person, we spent time with them, eating cake, drinking coffee and taking the time to learn more about them and their own personal reasons for choosing to include Norwich Cathedral as a part of their lives. Each poster from the campaign includes a quote from our conversation, their name and vocation, and is signed off with the hashtag #mycathedral.
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