The Box – Launch Campaign

The Box
Launch campaign for Plymouth’s new £40 million cultural destination
Campaign Launch, Brand Identity, Art Direction, Strategy, Copywriting

The Creative Concern team has been lucky enough in 2019/20 to be central to the launch campaign of The Box, Plymouth’s new £40 million cultural destination. The Box is a place where the city’s heritage meets contemporary art; where archives meet interaction; and where the Mayflower meets a mammoth. A museum, gallery and archive. A cafe and bar. A place that you can make your own, and where there's always something new to discover.

As a flagship cultural opening for the UK in 2020, getting the brand and launch campaign right for The Box has been absolutely critical. Our team was first brought on board to complete the destination’s brand, tone of voice and identity guidelines. We also developed a highly distinctive photography style for them, and host of additional resources from learning materials, to signage, to digital assets for social and web. We also created a teaser film for them, too.

In spite of delays caused by Covid, The Box still managed to launch in September 2020 and the Creative Concern team handled the launch advertising campaign with 48 sheets, bus advertising, press advertising, paid-for digital and a radio campaign, too. 

48 sheet – All we need is you, Plymouth
6 Sheet – All we need is you, Plymouth
6 Sheet – Object specific ads
6 Sheet – Object specific ads
6 Sheet – Object specific ads
Fly-posting – Object specific ads
Social Media assets
Landscape social media ads

As well as an extensive outdoor and media campaign we also designed accompanying marketing materials within the same look and feel. It was essential these materials reflected the visual character of the opening campaign and the aesthetics of the building itself to create one holistic experience for the visitor. From outdoor billboards to indoor reading materials. This also involved working alongside other creative agencies on elements such as web design and indoor signage. 

Membership materials
Membership card DL leaflet

The Box also has an extensive range of school learning activities which we designed. These materials were designed with a focus on on legibility and accessibility to ensure children of all ages and teachers could access and use these resources.

School learning resources
Pages from the school learning brochure

Museum, Gallery and Archive, The Box also has a Kitchen and Bar which focuses on locally sourced ingrediants and a spectacular dining experience surrounded by renovated ship figureheads suspended in mid air. We designed the identity for this fantastic offering. 

Logotype consistent with typeface used throughout opening campaign
Box panels used to subtly inspire alternative letterforms
Box panels reinterpreted to create pattern device