The Clay Farm Centre
A friendly and inviting modular brand identity for a community centre with multiple purposes and audiences.
Creating a Place Where Everyone Feels Welcome
We were excited to be invited by Cambridge City Council to create a brand identity for their new multi purpose community centre during the building’s final stages of build.
The centre is a hub for the neighbouring community and includes some residential areas, a cafe, library, sports hall, conference facility and GP surgery.
We were tasked with creating an identity that could encompass all of these spaces and appeal to a broad audience from young children to the elderly and young professionals.
Direction
As soon as I understood the wide audience, and how multifunctional the space would be, I knew that I wanted to go for a fun & colourful approach.
I took inspiration from bold identities, overlapping shapes and geometric typography for a friendly contemporary feel full of energy.
The colour palette was also designed to complement the interior design plans of the architects ADP.
Concept & Tagline Development
We did some work with the client on tone of voice and positioning before we began, and from this the brand’s positioning statement ‘a place for everyone’ was born. The client liked it so much, they ended up using it as the brand’s tagline for the launch.
A Modular Identity
We presented concepts based on the keywords:
MULTIPURPOSE | HUB | COMMUNITY
CONNECTION | WELCOMING
After presenting several concepts, together we chose to go down the route of a modular identity based on icons for each activity that might take place at the centre, alongside icons that represent the local area and history..
Early icon sketches
These icons each adjoin the main logo and come together in a grid pattern which creates a visual language system for signage and communications
