We create to transform
Where did we start?
The Roundhouse is one of the most exciting performance spaces in the world, based in an iconic building - a former railway engine shed - in Camden, North London. Its name is synonymous with some of the greatest names in the music industry and it has an innovative programme, which continues to push the boundaries of many art forms from circus to the spoken word. They do all of this to fund their work with young artists, helping them develop their skills and confidence in music, media and performing arts. Ahead of its 50th anniversary in 2016 the Roundhouse wanted to evaluate where it was and create a way of talking about this diverse range of activities in order to plan for the future.
What did we do?
We started by working out where the Roundhouse is today – how it is perceived both internally and externally in terms of strengths and weaknesses. We also looked at the organisation in terms of its competition and analysed its unique positioning. The process involved immersing ourselves in all things Roundhouse and we worked with staff, Trustees, members and young artists through a series of workshops, focus groups, interviews and surveys. We then developed a positioning strategy based around a clear set of values and their fundamental belief in the need for creativity and its power to transform. We articulated this belief as ‘we create to transform’.
What's the impact?
The Roundhouse has started to use the positioning strategy to inform further development of the brand including a new visual identity designed by award winning design company Magpie Studio and a new tone of voice. We launched the positioning internally during a session with staff and many said they themselves felt transformed by this process!
In the words of their Chief Executive and Artistic Director Marcus Davey: "There isn’t a day when we don’t talk about the work you did here. It has had a profound impact which is leading to better thinking and communication.”