Copeland Park is Peckham’s creative quarter and has been at the heart of Peckham’s cultural resurgence. Whislt working as the in house graphic designer I worked on creating and clarifying a monumental brand that expresses Copeland Park as an extraordinary creative location and cultural destination. What began as an industrial neglected space has been transformed into a hub where artists, entrepreneurs and visionaries converge. It has a huge variety of public facing tenants, such as galleries, restaurants, bars, a rooftop cinema and a theatre. But it also has a large number of work spaces, studios and long term hire spaces.

The research phase was predominantly focused on speaking to the tenants, they are both the customers and the content of the site. What we discovered is that they wanted a brand that they could call their own. Being a tenant in Copeland Park should feel like being part of a big family, they wanted to feel represented. The brand should give them space while being bold enough to point to as a destination.

I also spoke to the team who would be using the brand, what elements would they need, how we could make the brand as usable as possible.

It needed a brand that unified and expressed this huge variety and presented it as a cohesive destination linking up various disparate locations into one site. The brand is stripped back and functional, expressing the industrial character of the site. It revives a historical motifs taken from the original Geo. G. Bussey Company arrow. Through returning it to use, we were able to link the past and present.

The brand created the visual framework for the onsite way-finding to be established. A project currently in progress, it had to solve certain issues that have made the site hard to navigate for its visitors. At the heart of the navigation is the map. It is heavily user tested and reveals how to navigate the site.