Creativity is a non-linear process and it’s playful by nature. To relaunch the Roundhouse after years of dereliction, we looked to its primary purpose – space to play – whether you’re a performer or a budding artist.

Thinkfarm started work with the Roundhouse team when they needed a visual identity for its campaign to raise funds for the rebuilding of a landmark building that was once a Victorian railway shed but went on to host some of the UK’s most memorable music and arts performances of the last 30 years. We also led a strategic brand positioning project to create a new identity system for The Roundhouse when it opened to the public, with a full program of performances as well as provide young people with a space to create.

The core visual component of the identity was playful by nature and reflected the non-linear thinking that the creative process often takes. The strap line delivered the core offers of both the performance space and the facilities available to young people who come to explore their creative potential.

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