City of London: Culture Mile

From financial gain to cultural capital

Where did we start?

Culture Mile is a partnership led by the City of London Corporation, with the Barbican, the Guildhall School of Music & Drama, the London Symphony Orchestra and the Museum of London. It was set up to provide a focus for culture today in the ancient heart of London, redefining the City as a global leader in both commerce and culture. JWA was tasked with creating a brand strategy that positions and promotes the area as a cultural hub and helps develop new audiences.

What did we do?

It's an understatement to say the partner organisations of Culture Mile are big fish. So managing stakeholders ambitions and expectations was always going to be a huge part of the project. Through extensive interviews, iterations and quantative research analysis with our partners at BDRC we arrived at a strategy that everyone could get behind, with the creative ‘hook’ revolving around bringing the City to life through ‘animating the spaces in between’.

What's the impact?

Together with Marina Willer and Pentagram, we developed a look, feel and name that expresses this idea of animating the spaces in between the partner institutions. Off the back of this work, Culture Mile is entering an exciting inception period with a strong brand and identity. Future projects include the new Museum of London in West Smithfield, the new Simon Rattle-fronted Centre for Music, the facelift of ‘worst street in London’, Beech Street and a growing programme of pop-up events and manifestations of the brand.

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