Sea shores up branding for Ron Arad sculpture

Sea is creating the identity and branding for one of Ron Arad Associates’ latest projects, a sculpture featuring LCD screens that show films highlighting local creative talent.

The 8m-high, one-off piece, called Living Screen, will be a twisted mushroom-shaped form made from aluminium and composite materials, according to Asa Bruno, architect at Ron Arad Associates.

The landmark piece is to be located in Camden, London and is designed to promote the interests of the arts and cultural community in the surrounding area, focusing in particular on children’s artwork. It is due to be unveiled in September 2005.

Sea has been commissioned by Camden Town Centre Management, a department of Camden Council, to carry out the design work. It beat five other undisclosed consultancies to the brief.

Sea is tasked with developing an animated marque, supporting literature and graphics, stationery and DVD promotional material to bolster the project. Sea is also creating identity slots that will fit between film showings.

Sea creative director John Simpson says, ‘The feeling of the sculpture is loose and alive with a molten effect and we wanted the identity to reflect that.’

Meanwhile, Sea was recently appointed to carry out a five-figure project to create a brand identity for Oqo, a Chinese tapas bar scheduled to launch on London’s Islington Green later this autumn (DW 30 September).