Creative Futures.
For the past 25 years, The Depot Te Whare Toi has been a valuable resource for over 15,000 New Zealand arts practitioners, offering guidance, training, opportunities, and funding across multiple creative pathways. The facility includes a spacious gallery, sound recording studios, and workshops for creative career development and mentoring.
Seeking to revitalise the business and unite its various offerings under a single distinctive identity and new brand proposition they approached us for assistance. Our proposal centred around a new brand platform of ‘Creative Futures’. We began by establishing a logo and identity that would convey the depot as a community-focused hub, unwaveringly committed to providing opportunities to arts practitioners and a platform to set them up for their creative futures.
Inspired by the x-shaped lashings of Tukutuku weave panels, we crafted a logo that tells the story of the four unique areas of the business as a unified whole.
The logo's negative space then serves as the foundation for the entire design system, using a modular typographic grid system that utilises negative space, providing a dynamic canvas to showcase the eclectic visual assets inherent in an arts organisations’ day to day output.