Mind The Gap
We developed a new brand identity and website for Mind the Gap that enhances their mission of working with learning-disabled and/or autistic artists to produce bold, inclusive, and original theatre. The updated brand identity highlights the vibrancy, creativity, and equality central to their efforts, while the new digital platform offers a more accessible and expressive environment for sharing their narratives. Mind the Gap sought to revitalize its brand to better capture its essence as a fearless, dynamic, and innovative disability arts organization based in Bradford. The design needed to be consistent, adaptable, and easy for staff to implement across various areas such as performances, training, and community engagement, appealing to a broad audience that includes prospective students and their families, arts programmers, funders, and local communities. The updated brand was intended to resonate within the arts sector without being exclusive, clearly conveying MTG's legacy, quality, and dedication to advancing the field. The new brand concept revolves around the idea of gaps as representations of opportunity, growth, and transformation—visual stepping stones that symbolize the journeys of learning-disabled and autistic artists as they develop their skills, confidence, and creative aspirations. This theme aligns with the tagline "Step into the Arts," encouraging artists, audiences, and partners to progress, cross boundaries, and explore new creative possibilities. Additionally, these elements highlight the existing obstacles in the industry, positioning Mind the Gap as an organization that actively works to bridge these gaps through professional opportunities, collaboration, and advocacy. A versatile and expressive color palette enhances this message, combining bold, vibrant colors with softer, nuanced shades to create a system that can transition from energetic to refined based on the context. This adaptability ensures the brand remains unified while accommodating the diverse scope of MTG's initiatives.