VISUAL IDENTITY • UX RESEARCH • UX & UI DESIGN • WEB DESIGN
CHALLENGE
Culture Within Newham is a community-led programme funded by Arts Council England. Its aim is to engage as many people as possible in Newham with culture and creativity. As a new organisation, it needed to raise awareness of its programme and inspire residents to participate.
SOLUTION
We worked closely with the Programme Director and Digital Engagement Manager and invited local residents to participate in shaping the brand and website. We did this through a series of workshops and by conducting user research and usability tests. Their feedback was pivotal in helping us to create a new face for the programme that projects the borough’s vibrant culture and an inclusive website.
IMPACT
— We received high praise from residents on the visual identity that promotes a sense of local pride and ownership of the programme
— The project continues to be a positive example and reference for other local ogranisations and business on how to co-design with residents
The programme name emphasises a double meaning: Culture Within Newham makes culture with everyone and specifically in Newham, but also that culture and creativity sit within residents already. The use of colour in the two words in the logo aims to highlight both meanings.
We held a workshop with residents where we shared ideas for the visual direction of the brand. A route that incorporated playful graphics and symbols resonated best. As Newham is the most diverse borough in the UK, where a high proportion of residents don’t speak English as their first language, the group were enthusiastic about using symbols to transcend language barriers.
The colour palette was inspired by the Colours of Newham project, where residents collaborated with artist Lottie McCarthy to pick out key colours that reflect their favourite places in the borough.
We collaborated with artist Tosin Sanni to curate ideas for symbols that could represent the different areas in Newham and its culture and heritage. We designed a bike on the Greenway, a 7km footpath, cycleway and home to nature and community gardens; a tribute to West Ham Football Club’s Boleyn Ground crest, celebrating its sporting heritage and Upton Park legacy; and a cross-section of the green vegetable, okra, often used in Asian, African and Caribbean cooking and found in the historic Queen's Market. See the thinking behind all of the 9 symbols in this blog.
Ideas and sketches drawn by residents at a workshop in Community Links, E16.
We recruited participants with different levels of digital literacy and accessibility requirements to participate in user interviews to understand challenges and pain points when using arts and culture websites. This helped us to shape the website experience and brainstorm features.
As Newham residents, it’s been a pleasure to work on this project alongside local communities. Thanks to everyone who got involved and gave up their time, and to the Culture Within Newham team for the opportunity to make a positive impact on our doorstep.