West Kowloon Performing Art Season 2021-2022
Brand Strategy & Design
Share
Service
Industry
Photos Courtesy: Tracy Wong / Workshop Ten & Guy Bertrand
New season, new perspective
West Kowloon is one of the world’s largest cultural projects, blending art, education, and open space. We designed a branding launch campaign to celebrate the first Performing Arts Season (2021-2022) and establish the character and sense of place of the sprawling site. After delays due to the pandemic, it was time to signal the audiences that West Kowloon was “Back to Live’. Our approach was bold and direct for this first campaign, to anchor the brand in its unique location and boisterous sense of shared energy.
A unifying identity
The brand new campaign and visual language framework were bold, forward-looking and contemporary. This was the first time West Kowloon had taken a comprehensive approach to its identity by visually bringing the art forms, venues, and sponsors together and making them more recognisable as part of the same institution. In addition, the framework helped position West Kowloon as a world-class brand that is welcoming and inclusive.
Playing with perspective and colours
The graphic language flowed from the idea of an upward perspective. Each art form was represented by a colour. We began with conceptual moodboards and sketches which acted as the springboard for further photography production. We collaborated closely on the project with West Kowloon’s leadership team, artistic directors, performers and photography team over three months to bring the brand to life.
To adapt the flexible secondary graphic system, we played with the typeface's weight to give a notion of depth. The orientation of the texts interchanges to evoke waves of sound and motion. The colours were used in unexpected combinations that gave the institution a bright and vivid presence.
Back to Live
The new programme was captured in the tagline, “Back To Live” which our team developed to reintroduce West Kowloon with a fresh look. The campaign was displayed on banners across the city's subway stations. Environmental graphics unified the West Kowloon venues, including landmark signage at the entrances and banners at the public Art Park. We completed a cohesive design system that was bold, fun, and creatively playful for the season brochure and social media.
1 / 1
