The Hive came to us with a perception problem, people didn't understand who they were or what they did. They needed an identity to help them shout louder about their amazing work.
It’s a tough job to be a brand that’s both modern and approachable to everyone. Since its founding, The Hive’s biggest challenge was being understood. We decided to undertake the project with flexibility in mind. In all our projects, we try to put the personality of the client at the heart of everything. The Hive is home to a relatively large team, a board of trustees, patron Charlie Adlard, all the artists working with and within the space, and of course, the young people who access The Hive. That’s a lot of personality!
With a wide demographic, primarily working with children and young people, the new brand represents this audience first and foremost whilst also being flexible enough to not isolate our other users. We worked in groups with all of these demographics to get an idea of the personality of The Hive, and what we found was a vibrant and diverse set of people, we thought that was something to shout about.