BACKGROUND
The Arts Council was on a mission to attract more people to the arts. They wanted to encourage more participation, more often, at experiences spanning music, dance, literature and digital and visual art.

STRATEGY
Our job was to ‘bring the arts to life’ with a simple logo that wide-ranging organisations could apply in their own way. Competition in the entertainment world was tough, from film and TV to theme parks and restaurants. We also had to overcome perceptions about the arts being too expensive, exclusive or simply ‘not for me’.

SOLUTION
A simple, witty dancing A with and N as its shadow. A logo that the arts sector could embrace that would easily work across a multitude of applications that might, at first sight, seem foreign to them, from the front page of the Sun to posters for Wicked.