leith connections
leith connections
leith connections
Leith Connections centred on celebrating the local talent of Leith and prioritised an accessible platform to support artists at all stages of their practice. Happening in the midst of fringe season, the campaign aimed to maximise visibility and engagement through a cross-platform approach integrating print and signage design, social media and motion. Visual direction was inspired by the surrounding Leith area, grounding the work in a strong sense of place and community identity.
Leith Connections centred on celebrating the local talent of Leith and prioritised an accessible platform to support artists at all stages of their practice. Happening in the midst of fringe season, the campaign aimed to maximise visibility and engagement through a cross-platform approach integrating print and signage design, social media and motion. Visual direction was inspired by the surrounding Leith area, grounding the work in a strong sense of place and community identity.
the concept
the concept
The visual identity drew directly from Leith’s character, primarily taking inspiration from the towns old railway bridge that is physically connected to the gallery’s foundations. This core piece of local history is the starting point that continuously leads back to the gallery, both metaphorically, in the artists Leith Makers supports and stocks, and physically with the old railway beams linking through the city and embedded in the gallery ceiling.
The visual identity drew directly from Leith’s character, primarily taking inspiration from the towns old railway bridge that is physically connected to the gallery’s foundations. This core piece of local history is the starting point that continuously leads back to the gallery, both metaphorically, in the artists Leith Makers supports and stocks, and physically with the old railway beams linking through the city and embedded in the gallery ceiling.
Design development
Design development
Due to the tight timeline of the project, referencing the area’s DIY, grunge-inspired street art scene was the most fitting for the campaign. Utilising riso print and cut and paste elements of the city, the campaign leaned into texture and imperfection to reflect Leith’s authentic spirit.
Due to the tight timeline of the project, referencing the area’s DIY, grunge-inspired street art scene was the most fitting for the campaign. Utilising riso print and cut and paste elements of the city, the campaign leaned into texture and imperfection to reflect Leith’s authentic spirit.
