Large Blue brands French cultural initiative

The Institut Français is the French cultural institute in the UK, and was founded in 1910 with the aim of promoting French artists and writers in this country.

Culturethèque, which is launching to coincide with the institute’s centenary this year, will offer cultural and educational content in French for users in the UK. The initiative launches tomorrow.

Large Blue was appointed directly to the work around four months ago, according to creative director Dominik Webb. Large Blue replaced a French consultancy after that relationship ’didn’t work out’, says Webb.

Large Blue was initially tasked with creating a platform that would be ’design-wise very cool, and carry something of the essence of the Institut Français’, says Webb. He adds, ’The idea was to make the service accessible for all expats across the UK.’

Webb says this work then developed into a branding and naming exercise. He adds, ’Because the whole site is dynamic we wanted an identity that would work across video and other platforms. It also had to encapsulate the site’s three key areas: watch, read and listen.’