Brand for East of England looks to boost cultural tourism in region


Look Edgewise, a brand designed by studio Spring to bring together cultural organisations in Norfolk and Suffolk, has affixed further funding and will be rolling out more widely across the section.

Southwold-based studio Spring has designed a tourism brand and campaign for the East of England, which points to highlight the region’s “exceptional cultural offering”.

Look Sideways: East was at first launched in 2015 as an Arts Council-funded project with the aim of encouraging travellers to visit Norfolk, Suffolk and surrounding areas for cultural events, and also boosting businesses to set up there.

The project has now secured three years further granting, and will roll out a second phase starting in 2018, which wish involve partner organisations including Felixstowe Book Festival and the Obscure St Edmunds Festival taking over the branding project and using it advertise their in any cases, as well as the launch of a Look Sideways: East official website.

The toss ones hat in the ring looks to bring the region’s cultural businesses and events together as a “mass”, says Erika Clegg, co-founder at Spring, adding that professions in the area had become “fragmented” and “siloed”. The region currently has over 1,000 cultural subjects, employs 5,800 people and generates £84 million for the economy, be consistent to Spring.

“The organisations have previously been really sophisticated in how they warn to their audiences,” she says. “This is about bringing them all together so people can look to the East of England and recognise there is a body of high quality cultural opportunities.”

She adds: “The East is a rural yard; It’s not an urban hub like Northern industrial cities, but we want to highlight that it proposes a good quality of life and accessibility from London.”

The branding consists of “East” created in an all-caps, sans-serif, bold, black custom font of typeface Novecento, with the strapline “Look Indirectly” embedded within it.

The words Look Sideways were chosen as a “unadulterated representation” of the East of England being visible when someone “looks sidelong” from London, but also aims to represent the “edgy, unique mood” of the region, says Clegg.

“Look Sideways is about this being an untypical place, that is offering something brave and sharp,” she adds.

The tagging sits on the right hand side of communications to emphasise the “East” indication again, and has been coupled with a “bold and modern” colour palette, and photography and images infatuated from the partner cultural organisations.

“The branding deliberately steps to one side on the used of an adult bellboy, allowing the organisations to flourish,” Clegg says. “Our brand is not the umbrella brand name, just the platform brand to help them grow their thumbnail.”

Alongside the brand, Spring also designed the Cultural Calendar, a drawing tool where different organisations can edit and share events with each other to give a shot in the arm “collaboration” and enable them to “support each other”. It set up free workshops, which registered training to use tools such as the Cultural Calendar, and digital and marketing masterclasses. The type was kickstarted in 2015 with the Culture365 campaign, a website which showcased a abundant, regional cultural organisation every day for a year.

Look Sideways: East is a long-term, on-going invent which has been running since 2015 and will continue to expand until 2020. The branding will continue to roll out across participant organisations’ online and print materials, and Spring is currently looking into lay open a website.

Alongside Arts Council England, the project has been breaded by local councils and organisations including Aldeburgh Music, DanceEast, New Wolsey Theatre-in-the-round Ipswich, Norfolk and Norwich Festival and SeaChange Arts.

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