Clay Farm

A friendly and inviting modular brand identity for a community centre with multiple purposes and audiences.

Situation

We were excited to be invited by Cambridge City Council to create a brand identity for their new multi purpose community centre during the building’s final stages of build.

Discovery

The centre is a hub for the neighbouring community and includes some residential areas, a cafe, library, sports hall, conference facility and GP surgery. We were tasked with creating an identity that could encompass all of these spaces and appeal to a broad audience from young children to the elderly and young professionals.

Moodboard

We decided to go for a brightly coloured, welcoming and fun colour palette to complement the interior design plans of the architects ADP. We took inspiration from bold identities, overlapping shapes and geometric typography for a friendly contemporary feel full of energy.

The concept

We did some work with the client on tone of voice and positioning before we began and from this the brand’s positioning statement ‘a place for everyone’ was born.

A Modular Identity

We presented concepts based on the keywords:

MULTIPURPOSE | HUB | COMMUNITY

CONNECTION | WELCOMING

Together we then chose to go down the route of a modular identity based on icons for each activity that might take place at the centre, and icons that represent the local area and history.