Southbank Centre

2014 Selection

Designed by Patrick Mullen at Bureau for Visual Affairs

Creative Direction: Simon Piehl

SBC Designer: Jo Spencer

Categories: Website / Identity

Industry: Corporate

Working with the Centre’s Digital Transformation Team, we set out to create a visual language that leads Southbank Centre and their audiences into the future. Purposeful, functional and unashamedly built on the expectation of a better future, enabled by new thinking and technologies, the new site is currently in development and will be rolled-out over the coming months.

The Southbank brand hierarchy needed to be consistently delivered across different user paths—in many cases more than three brands would be part of a typical user journey. A strict and reductive digital identity was created, enabling it to work harmoniously alongside varying venue and festival identities.

The guiding principals of the redesign—open, transformative, surprising, global and socially engaged—are echoed in the technological approach to content using linked and open data, in a user and learning-centric way. Search results are classified and aided by content suggestions in real time, encouraging discovery.

We embraced the organisation’s complexity and made clear-links between related content wherever appropriate, in both an automated and curated manner. The interface is modelled on human interaction, opening the content up to a wider spectrum of users and enabling focused content delivery.

We united a focus on content and learning with the provision of service, keeping the narrative present at all time, aiding and encouraging users to reconnect and explore.