Bryan Edmondson, a partner at Sea, says the work aims to define ’how people can contribute to the Barbican’ in ways such as sponsorship, membership and gift aid.
Sea has also created branding and collateral for the initiative, including posters and membership cards (pictured).
Sea was appointed at the beginning of the year. Rob Baker, deputy head of marketing at the Barbican, says the organisation looked at the credentials of several consultancies before selecting Sea. Baker says, ’We really liked Sea’s work. During the project it had really strong ideas, and it worked to bring some warmth to the brand.’
He says the project came about as the Barbican was looking to change its membership offer to a three-tier system.
Edmondson says Sea developed ’a huge graphic tree’, looking at how people can contribute to the Barbican. The consultancy also developed a colour-coding system, covering different types of membership.
Edmondson says, ’We have developed the visual execution for the scheme, right down to the membership card.’
The new membership identity is based on the original identity for the Barbican, created by North. Edmondson says there had been a membership identity in place, but Sea aimed to produce a ’softer’ look. He adds, ’A lot of the work has been about bringing the various offers in line with each other.’
The membership scheme is currently launching, with membership cards and other information being sent out this week, and marketing collateral such as posters going up in the Barbican itself.
Individual membership offers
Yellow – the most basic membership, including a monthly Barbican guide and up to 30% off entry to the Barbican Art Gallery
Orange – the mid-level membership, including invitation to exclusive membership events
Red – the most advanced membership, including access to the Red Room members bar