Cardiff Design Festival

Brief

Chapter is one of Europe’s most dynamic arts centres attracting over 600,000 visits a year and international acclaim. The brand hadn’t changed for nearly 20 years so to coincide with a massive 4 million pound redevelopment a new one was sought. Chapter like many brands is complex and multi-layered – it means many things to many people. It has a long-standing policy of delivering different messages to different target markets united by one building and one corporate identity.

Result

“All I can say is Nelmes Design delivered. Yes, they came up with creative solutions, yes they pushed the brand forward without alienating our users, but their biggest asset? They listened to what we wanted and when what we wanted was wrong they nudged and cajoled us towards the right direction. Results? Trade up by 100%, 15,000 people through the doors every week, inundated with praise from customers and the architects... and a very happy client. “ Carol Jones, Head of Marketing, Chapter.

Solution

The new logo has strong clean lines, with a hint to the past yet with a nod to the future. We wanted a contemporary yet timeless feel which wouldn’t date or be too “trendy”. It is strong and unfussy. This approach was taken through all elements of Chapter’s branding including a four foot illuminated roof sign,a 10 feet tall steel obelisk, leaning steel trays used for wayfinding, a new design for the monthly magazine as well as internal stationery, t-shirts etc