Beam is a charity specialising in the arts, it works with artists, developers, local authorities and communities to create art installations, creative public spaces and environments.
The organisation has gone through radical changes over the last 18 months, with a new management team and a new direction - previously it had focused on its own venue, the Orangery, and developing a range of related events. The withdrawal of Arts Council funding had necessitated Beam to move out of it’s base and get back to its core values: Public art commissioning:
- Project, event and festival management - Socially engaged and participatory arts projects with communities - Cultural partnership development and knowledge exchange events – Public art scoping - Strategy development - Arts fundraising and bid writing.
The highlight in the Beam calendar is the annual Wakefield Lit Fest that the team has conceived and developed as a sub brand.
The goal for the project was to relaunch the beam brand and reposition it as a specialist arts provider, this required a new brand identity and communications style that creates a fresh and dynamic brand - that enables the organisation to punch above its weight and successfully compete in the new cultural arts landscape, where funding is in short supply.
Beam, like many arts organisations, has struggled over the last few years and finances have been limited. The rebrand has had a significant impact:
- Staff morale - the Beam team has been given a new lease of life and they have been re-energised by the new brand identity. - Five major new contracts secured since launch of new brand - this is over 200% increase in book value business. - Totally integrated brand (online and offline) that is cost effective to produce and deliver - and is creating a distinctive user experience that is having a positive affect on its marketing as an arts organisation.