The Sleaford centre, which appointed the consultancy following a four-way pitch, is looking to define its ‘national role’ and ‘commitment to craft and design’ according to The National Centre for Craft and Design design director Clare Edwards.
North Kesteven District Council and Arts Council England, which fund the centre, are steering the project.
Previously known as The Hub, the centre has been recently renamed but is now looking to present its new brand.
Occupying a former seed warehouse, The National Centre for Craft and Design promotes and exhibits international work and comprises two galleries, a design shop and a café/restaurant.
Benji Holroyd, creative director at SB Studio, says the consultancy will present three routes of execution to the client and will then create a new identity, tone of voice, brand language, exhibition graphics, wayfinding, signage, and programmes as well as interior and exterior signage.
‘It will be much more then an identity – we’re creating a brand experience and visitor experience; a more vibrant brand. With the new identity we felt it should more ambitious to reflect the offer and values of the centre,’ says Holroyd.