The Barbican is likely to review its design roster and the allocation of its £1m annual design budget, as the organisation continues to consolidate its rebranding strategy.
At present the London arts centre works with a number of groups on an ‘ad hoc’ basis, but a more structured approach is planned, according to Barbican head of corporate marketing Chris Denton.
It’s likely that a large-scale creative review will be held at the end of the year, ‘looking at who we’re using and what we’re spending’, says Denton.
Brighton-based consultancy Lime Marketing has secured a position at the heart of the Barbican’s rebranding strategy, following its appointment to design the centre’s monthly listings guide.
Denton says it is likely the consultancy will be kept on in some kind of art direction role on the publication, to handle a much greater element of bespoke content in the guide.
It is also possible the consultancy’s remit will be expanded to all marketing literature, he says. ‘If it gets it right there’s no reason why it can’t be involved in helping us shape other areas.’
Delivery of the January 2003 guide is expected by mid-November. The design fee component of the £300 000 design and print budget is yet to be decided, depending on the role the consultancy ends up playing, says Denton.
The new-format guide will continue listing the arts centre’s exhibition, concerts and educational events and the calendar will be made ‘clearer and easier to understand’, says Lime account director Lucy Pepperell. The separate film guide will also be brought into line, ‘to add consistency to the family’, she adds.
Lime was appointed following a two-way paid creative pitch, carrying a £1500 fee, against the incumbent consultancy.
Brandhouse WTS is currently reassessing the Barbican’s brand values, following the venue’s re-brand 18 months ago.