Hollie Latham, head of marketing and communications at The Calder, says, ‘The Hepworth Wakefield is really gaining recognition so it was important that the identity for the new space felt like an extension of what we’re about, not something completely unrelated.
‘The brief was to create something that works alongside what we have, but that is distinctive enough to appeal to a much wider audience – predominantly younger.’
The original Hepworth Wakefield identity was designed by APFEL.
Thompson Brand Partners created a typographic visual approach, using heavy capitalised lettering that aims to convey the ‘attitude’ of the space through ‘bold, occasionally challenging statements’, according to the consultancy.
The consultancy also created the The Calder’s name, which is inspired by the river that runs next to the site, and launch campaign. The colour palette uses some hues from the original Hepworth Wakefield brand guidelines.
Ash Spurr, Thompson Brand Partners designer, says, ‘Approaching the creative aspect of the project through copywriting allowed for a more direct and bold approach than could have been achieved through images.’
The Calder is housed in the grounds of the Hepworth Wakefield gallery in part of 19th Century textile mill Caddies Wainwright Mill, which has been undeveloped since the 1970s.
It will remain open for the next three years, opening with an installation by contemporary artist Roger Hiorns, running from 30 August to 3 November.