A BRIEF AND A STRAT­EGY

Si­mon Manchipp

Computer Arts - - Someone For The Inner Temple -

We are lucky enough to have de­vel­oped lots of high-pro­file brands that have en­dured. One ex­am­ple is the brand­ing for the Royal Opera House, which is based around a mod­ern rein­ter­pre­ta­tion of a royal crest. Mem­bers of The In­ner Tem­ple saw that work, liked it and de­cided to get in touch.

The In­ner Tem­ple is one of the four Inns of Court in Lon­don. Th­ese are pro­fes­sional as­so­ci­a­tions that bar­ris­ters be­long to. The In­ner Tem­ple’s his­tory dates back to the Knights Tem­plar of the 12th cen­tury, and there­fore its rep­u­ta­tion and its brand is steeped in his­tory. It’s a no­tably pro­gres­sive or­gan­i­sa­tion. The new de­sign work needed to sim­plify the brand­ing sys­tem, and re­flect this pro­gres­sive mind­set.

The his­tory is hard to ig­nore. We were taken on a tour of the build­ings and shown where bar­ris­ters ‘pass the bar’. It was in­spir­ing and a touch daunt­ing. But look be­hind the Harry Pot­ter-style in­te­ri­ors and you find an or­gan­i­sa­tion that has kept a close eye on pro­fes­sional process for cen­turies. I hoped that we’d be part of an en­deav­our to push the brand­ing fur­ther and de­velop a dig­i­tal ex­pe­ri­ence that bet­ter fit­ted its au­di­ence’s needs.

In or­der to un­der­stand how we could be im­me­di­ately use­ful, and to avoid de­vel­op­ing some­thing that was sim­ply sur­face-mounted, we in­ter­viewed many peo­ple con­nected with the Inn. Ev­ery­one was united in un­der­stand­ing the role

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