You’ve got to be in it to win it
Arts and Business is a charitable company that exists to bring the arts and businesses together in such a way that the relationships are mutually beneficial. The organisation forges partnerships of real value by providing a unique combination of cultural expertise, the latest market intelligence and networking opportunities. It is the leading source of learning resources and fundraising advice in the UK and it enables cultural philanthropy from individuals. In short, what it doesn’t know about the fusion of commercial and artistic agendas, frankly isn’t worth knowing.
Each year, in Scotland, it hosts a prestigious awards ceremony where the best examples of artistic and business collaboration are recognised. In 2009 Whitespace were given the task of designing and producing all of the printed materials required to promote the event, from the calls for entry, right through to the awards themselves.
Whitespace’s idea, like all good ideas, was deceptively simple. Because awards are all about revealing the winner with a degree of surprise, we literally created that air of suspense and tension by coating key elements of the communication in a silver latex foil similar to that used on scratch cards. As it happened, Arts and Business also had a new brand identity, and this technique was a great way of ‘revealing’ the new logo- style simultaneously. This added a degree of intrigue and fun and was greeted enthusiastically by all involved. So much so that Whitespace has been asked to continue the relationship in 2010.
