Alongside the SHAPESLewisham central brand framework we further developed the branding, marketing and PR strategy to support the delivery of a CEZ in Lewisham. Creative Enterprise Zones (CEZ) are a new initiative endorsed by the Mayor of London to establish creative clusters across London. The initiative aims to provide space for artists, practitioners and creative businesses to thrive alongside promoting creative activity in the area.
The project explores bold graphics and iconography to develop an alternative language to communicate the wide variety of creatives and creativity across Lewisham. Creativity exists in many different forms – what is seen as creative to one person may be seen as something completely different in the eyes of another. Each project, practitioner or business is unique and offers something different to the industry, each with its own distinctive personality. From community and culture, to digital and technology, to craft and making, creatives are engaging a diverse audience through a variety of different spaces, resources and practices. This inability to define creativity can make it difficult to communicate through a brand. A strategy that captures the principals of one may undermine and contradict that of another. What may seem to work collectively, may not work for individuals.
Yet the inability to define creativity can be harnessed as a strategy in itself. Our toolkit builds upon the individual differences of creatives and creativity whilst visually connecting them as part of a larger network, movement and community of Lewisham.
Each shape in the toolkit has a unique meaning. Creatives can use the shapes to describe, represent and express their creative practice by constructing a graphic on a standardised isometric framework. The toolkit allows the brand to become a platform through which creatives can be exhibited as part of a larger network within Lewisham whilst remaining independent and unique.
The brand and its toolkit has been co-created and developed though engagement with small local businesses and partners yet is still in its early stages of development. More information on our co-design workshop can be found on our ‘SHAPESLewisham Workshop’ page.