A playful identity bringing a year of King’s Cross events together.
As King’s Cross continued its transformation into one of London’s most exciting neighbourhoods, its annual events programme played an important role in bringing people into the area and creating a sense of community around the emerging destination.
Following the success of the previous year’s programme, Argent wanted a new overarching identity capable of bringing an entire year of events together.
It needed to appeal to different generations, work across a huge variety of activities and evolve with the seasons. All while feeling unmistakably part of the same story.
The answer was Stories.
Finding inspiration in storytelling
Stories are universal.
They cross generations, cultures, styles and genres making them a natural starting point for an events programme designed to appeal to such a broad audience.
We explored the stories we remembered growing up with, the illustrations that brought them to life and the different typographic styles associated with storytelling through the ages.
That exploration became the foundation of the identity.
Rather than choosing one visual style, we deliberately brought many together.
Different typographic treatments could sit alongside one another, reflecting the variety of events within the programme while demonstrating how very different experiences could still belong to one overarching idea.
We developed seasonal palettes that allowed the identity to evolve throughout the year, giving each programme a fresh feel while maintaining recognition across the wider campaign.
Playful illustrations and iconography were then introduced to reflect individual events, creating an identity that could adapt to whatever story King’s Cross wanted to tell next.
A flexible identity for a changing place
Stories provided a creative framework capable of supporting a diverse programme of events throughout the year without restricting what came next.
Different events could have their own personality. Seasonal communications could change. New illustrations, colours and typographic treatments could be introduced.
But everything remained connected by one simple idea.
For a neighbourhood undergoing extraordinary transformation, that flexibility felt particularly appropriate.
This created an identity that could evolve alongside King’s Cross and the people coming there to live, work, visit and socialise.
