Arts Council England believes that great art and culture makes life better. They champion, develop and invest in experiences that enrich people's lives. They support activities across the arts, museums and libraries and between 2018 and 2022, will invest £1.45 billion of public money from government and an estimated £860 million from the National Lottery to help create these experiences for as many people as possible across the country.

The Challenge

The Arts Council champion, develop and invest in experiences that enrich people’s lives. They support activities across the arts, museums and libraries, investing billions of public money from government and an estimated £860 million from the National Lottery to help create these experiences for as many people as possible. Our role is to showcase what the organisation does, using our design skills to produce intelligent and engaging reports, exhibition materials and social media assets. We receive challenging briefs from our client. Due to the nature of the sectors they support, it is imperative that we provide creative and contemporary solutions that resonate with each audience.

Internal teams lacked a unified, high-quality image resource. The result? Diluted messaging, and a brand experience that didn’t live up to the firm’s reputation for attention to detail and local presence.

The Solution

Delivering design work for the Arts Council is no mean feat. As well as achieving visual excellence, everything we do also has a requirement to be accessible to those with visual impairments, and must be inclusive; appealing to a wide and diverse audience. Our team focus on achieving the best possible creative work, meeting the detailed briefs and delivering on their goal of communicating the impact of their life-enhancing projects to the widest possible audience.

Working collaboratively, we established an image strategy focused on:

• Hero Imagery: Abstract, macro photography showcasing texture and detail – echoing the brand idea that “a little detail goes a long way”. These images created standout moments in key marketing and communications materials.
• Supporting Imagery: Curated London-themed photography capturing local architecture, cityscapes, and bespoke details from within Russell-Cooke’s own offices – from Georgian staircases to rooftop beehives. The imagery reinforced the firm’s personality and sense of place.
• System and Structure: We categorised images into Hero and Supporting tiers, providing clear usage guidance for internal teams. This ensured flexibility across formats, from brochures to digital content, while maintaining brand cohesion.

The Result

We have been trusted to produce numerous design assets and publications for The Arts Council for over six years. This includes design of their flagship publication, the Annual Report. In addition, we were proud to see our work displayed at an event held at 10 Downing Street.

The result is a flexible, authentic visual identity that mirrors the firm’s ethos: expert, approachable, and firmly embedded in the city it serves.