Branding and website design for leading London arts organisation.

2012 - present

A new brand and website kicked-off our work with A New Direction, aimed at linking young Londoners, schools and artists.


Pivot point

With public arts funding frozen, London gearing up for the cultural Olympiad and young Londoners facing challenges in many aspects of their lives, A New Direction knew they had to change to make an impact.

After being tasked by the Arts Council with being the leading 'bridge' organisation in London and carrying out extensive consultation, they tendered a new brand and website as separate projects. They chose to work with UXB on both as we demonstrated the skills essential to make brands work brilliantly wherever people experience them.

  • A New Direction website

    Responsive design

Making the link

A New Direction connects young Londoners with excellent cultural experiences and education. Our creative response focused on this linking role, using the initials of the name AND to claim their position at the centre of London's rich cultural mix.

Consultancy and research helped us understand the needs and goals of the organisation and of it's many audiences. This work informed the website design process leading us to a simpler site structure, clearer signposting and with targeted content.

The branding was applied to the interface design of the website, making the best use of contrasting images and insight from A New Direction.

Launch and support

After the launch of the new brand and website we continue to support A New Direction; assisting website editors, developing e-marketing campaigns, advising on SEO and delivering new brand communications.

Visit the AND website

Other websites for A New Direction

Cultural Education Challenge

AND Together