Lewisham North Creative Enterprise Zone Branding and Marketing strategy, commissioned by Lewisham Council.
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.
Studio Raw were commissioned to develop the branding, marketing and PR strategy to support the delivery of a CEZ in Lewisham. SHAPESLewisham aims to raise the profile of Lewisham as a creative Borough and promote and celebrate the vibrant and diverse creative projects, practitioners and businesses in the area. The strategy focuses on the idea of a ‘movement’ of creatives collaborating and connecting to support one another to generate collective strength and impact.
The plural noun SHAPES indicated having or involving several parts, elements or members. This communicates the vast network of creative projects practitioners and businesses across Lewisham.
The plural noun SHAPES also places emphasis on the idea of physical forms and frameworks. This communicates the main principals of the CEZ in providing forms and frameworks to support and sustain the creative community of Lewisham.
The verb SHAPE can also be used as an active statement to emphasise the core concepts of the CEZ initiative in collectively ‘Shaping the Future’.
Alongside the central brand framework we have developed a tool kit to be utilised and adapted by creatives across the Borough. More information can be found on our project page ‘Lewisham’s Creative Movement’. The brand and its toolkit has been co-created and developed though engagement with small local businesses and partners. More information on our co-design workshop can be found on our ‘SHAPESLewisham Workshop’ page.
In its first iteration SHAPESLewisham exists as an online platform to showcase creative projects, practitioners and businesses in the area. Through a series of carefully curated online interventions across Instagram, Twitter and Facebook we aim to grow the network and connect with creatives situated in the New Cross and Deptford area. We intend for the website to grow into an online directory of creatives within Lewisham to showcase the diverse, vibrant and exciting activities that are happening across the Borough. The website will be used as a tool for people looking for a particular creative service within the area alongside a networking platform for local businesses to connect.