Branding for new cultural hub inspired by Brutalism and community artwork

There's no point being coy about it. In many cases, our town centres just aren't what they were. The twin onslaughts of online shopping and remote working mean a lot of people aren't heading into town as often, and local authorities need to think long and hard about how they tackle this. Otherwise, the consequences for social and public life could ultimately be quite serious.

So it's good to see that Stockport is gearing up for a fresh addition to its town centre with the upcoming launch of Stockroom, a new cultural hub. It will soon open in the Merseyway Shopping Centre and will house a library, children's learning area, a café bar, and more.

The project, spearheaded by Stockport Council, aims to create an inclusive and welcoming environment for all residents. With this in mind, they tasked Manchester-based design studio StudioDBD, founded by David Sedgwick, with developing the brand identity, working closely with strategists Martin Carr and Graham Lister to bring this vision to life.

The goal was to design an identity that seemed like an integral part of Stockport's fabric while incorporating more fun elements, such as bright colours and illustrations, to keep it lively and engaging.

Graphic elements

The council was keen to ensure that the Stockroom's identity reflected a versatile space where diverse experiences and events could unfold. Therefore, the branding needed to be both accessible and inclusive and adaptable. StudioDBD's designs brilliantly deliver on that promise.

The word 'Stockroom' can be deconstructed into two parts: 'Stock', representing the grounded location in Stockport, and 'Room', symbolising a place where various activities and interactions can occur.

The two O's at the centre of the word evoke the idea of openness, embodying a framework for the vision of the space. They also serve a useful function for showcasing various content and visuals. This fits nicely into the centre's mission to be defined by the activities and people within it.

More broadly, the striking logo draws inspiration from the Brutalist architecture of its shopping centre home. The typography reflects the large, rectangular structures that crown the building, paying homage to the past while looking forward to the future.

Public participation

Unusually, Stockroom also engaged the local community in its design process. A workshop held in Merseyway shopping centre invited members of the public to illustrate their visions for the space.

Tables were set up with paper and pens in the heart of the shopping centre, right outside the future Stockroom location. The people of Stockport were then asked to draw what they wanted to see in the building. They contributed a wide variety of ideas, from books, food and drink items to flowers, furniture, and even simpler doodles such as scribbly lines, smiley faces, clouds, and hearts.

The best drawings were then selected as the starting point for the brand's illustrative aspect. Originally, the plan was to commission an illustrator to redraw everything based on these.

However, the simplicity and freedom of expression in the original drawings really worked and they became part of the band. They were scanned and loosely traced using Procreate on the iPad, and the result stayed truer to the community's original artwork.

Tone of voice

The centre's messaging focuses on straightforward activities like reading books and enjoying coffee, aiming to break down barriers often associated with cultural spaces. This approach is designed to make everyone feel welcome, regardless of age, background, or interests.

Establishing the right tone of voice was crucial from the outset. The target audience for Stockroom is everyone, regardless of gender, age, background, or ethnicity, so a simple and straightforward tone was essential to resonate with everyone.

Consequently, the language feels real and honest. It was inspired by the concept of a good friend describing Stockroom for the first time ("Oh yeah, you read books and drink coffee in there!"). This became the foundation for the copy, using a pattern of two verbs and two nouns to create a rhythmic flow.

Proud moment

Gwen Riley Jones, creative programme manager for Stockroom, expressed pride in the brand's development: "It really reflects the visions and ambitions that Stockport Council have set out for Stockroom," she explains.

"I love that it has been made with the people of Stockport. One of the foundation stones of Stockroom is 'with, of, and for' the people of the town, and this is integral to everything we do, including creating the branding.

"It's what goes on here at Stockroom that really matters. A place is nothing without the people who make it, and the bracket device is such a clever way for us to continually play with this idea to showcase a whole range of goings-on with and for a whole range of people.

"It also has the ability to adapt and grow with the personality of the organisation. Flexibility is built into the concept, in the language we use in the bracket statements, our ability to mix and match the logo with illustrations, statements and a range of colours to adapt our tone for different types of activity whilst maintaining a strong visual brand identity."