WHY BRANDING IS IMPORTANT

Last Friday, we launched our new branding! Thanks to the super talented Dutchscot we now have new branding, printed materials and super fab promotional objects (you can see some of them in this post).
As the branding changed, I also reworked our services proposition which now describe, with a clearer message, what we offer at the club:
LEARN SKILLS includes all classes and workshops, for adults and children.
MAKE ROOM identifies the Cocrafting shared workspace.
SHARE IDEAS inspires our events and parties.
The Old School Club started in 2011. The idea for the club was sparked when I was on maternity leave and couldn’t find any creative activities for me and my son. I also wanted to recreate my childhood where importance was placed on everything being lovingly handmade, so I started a small scale project from home teaching sewing classes to other mums, and hired a nanny to look after the children.
Since then I have very much designed everything myself, from the logo to the website & the flyers .. oh the flyers. Here my first beauties, which didn’t last long .. for many obvious reasons. And another round of flyers, yaik!
This crafty time was so popular with the mums that I soon needed more space, I moved to bigger premises on Lavender Hill and The Old School Club as you know it today, was created. And then my second logo, an improved overall message and a new website came in. We also had a booking system! Still …. do you think these represent the brand?
   
The original visual identity I designed had served well in the early days. Then I met Charlie. I was very busy running the classes and the club and I needed someone to help with the main aspects of the Marketing. When we scrutinised the original identity we realised that combining the childlike typeface with the word ‘School’ in the name suggested it was a space only aimed at children rather than adults. This confused messaging hampered business and we quickly realised it needed a new identity. The club had evolved, and the brand had to reflect this too.
Charlie had some good contacts; Jacob Vanderkar and Ross Goulden (formerly of GBH) were setting up their own agency Dutchscot (@Dutchscot) and the pair were keen to get involved in this creative project.
The brief was not straightforward; firstly we needed an identity for the space in its own right, with its many distinct uses; we didn’t want to be pigeonholed as simply hosting craft classes or workspace for makers, or a party venue. The identity needed to work for marketing classes, workspace and events, but not be so neutral as to appear boring. The space is multifaceted, so we needed an identity that could be as flexible as possible.
The result was an identity made up of multiple shapes and colours which come together to represent the building itself. According to their configuration the identity can also suggest a space, spell words related to activities, create patterns, be used to house messages and so on. The new identity communicates a space that nurtures creativity, it’s playful and handmade but sophisticated: appropriate for the space’s many uses and audiences. The Old School Club is a haven for makers or enthusiasts who want to learn creative skills, or who need space, advice or inspiration for their projects, and a community to be part of. Often these are local mums who also make use of the crèche, a vital ingredient to make this a practical space for modern life.
We think our new identity represents that & We hope you like all these as much as we do.
You can see all these here:
xxx
Inma.
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