Locality

Working design…

Locality is a national network of community-led organisations. Following a brand update by agency William Joseph and a major refurb of its London office, Locality has been keen to apply its brand to its walls in a dynamic way that reflects the character of the organisation.

Lydia’s first question was, “Who’s it for?”

Discussion has led us to two jobs that design needs to do:

Reception is used by Locality people and by tenants of the upper floors of the building. There needs to be Locality identification while enabling tenants’ visitors to feel that they’re coming to their offices.

Inside Locality’s office, London staff and Locality people from around the country hot-desk, work collaboratively, meet and present. It’s very much a workspace.

So for reception, we’ve used Locality’s graphic language but no logos.

And inside the office, we’ve thought about how graphics might help people do their work:

There’s a ‘useful wall’ by the casual meeting area – its dry-wipe surface can be used for notes. In the formal meeting space, there’s a dry-wipe, magnetic wall, with graphics continuing around the glass box area as frosting, designed for privacy but with the angle at the door designed to give wheelchair users a clear sightline out to the office. The back wall holds a giant speech bubble for latest statistics or announcements.

The map-covered side wall will host a changing exhibition showcasing Locality’s community members. For a national organisation, this is a way of celebrating work from around the country. And Locality will be adding typographic panels with more information about its work and its values.

There are also some pure graphic areas, holding quotes, to help to define the hot-desking and standing desk areas.

And lockers being a key (literally) feature of a good hot-desking environment, along with map graphics we’ve added some large-scale numbering.

The materials and processes involved have required complex and detailed production coordination, working with two specialist display contractors.

And to be brand consistent, we’ve gone further than reading the brand guidelines. Experienced in creating and rationalising visual identities, when a project is an early manifestation of recent brand development, we know to make early contact with a client’s branding agency so that our design is well-informed.

It’s been good to visit Locality, see its white walls transformed and find a real sense of ownership of the new graphic environment.