Bradford Arts Centre (formerly Kala Sangam) is a world-class arts hub located in the heart of Bradford, dedicated to making the arts accessible to all. With a rich legacy in South Asian arts, the organisation is a beacon of creativity, inclusion, and multicultural collaboration. As part of its growth and evolution, the centre sought to redefine its identity to better represent the diverse communities of Bradford and its expanded, multidisciplinary programming.
The primary goal of the re-branding project was to create a new name and identity that resonated with Bradford’s diverse communities while preserving the centre’s South Asian heritage. The re-brand needed to reduce barriers to access, increase inclusivity, and reflect the modern, eclectic nature of the centre’s artistic offerings. Accessibility was also a key priority, requiring compliance with Web Content Accessibility Guidelines (WCAG) and multilingual support to engage audiences of all backgrounds. The process demanded extensive community consultation to ensure transparency and inclusivity, resulting in a brand identity that the city’s population could take pride in and feel ownership of.
Out of Place Studio, the agency selected for the re-branding project, conducted an extensive six-month engagement programme. This involved over 20 workshops and focus groups with a wide array of community groups, artists, and stakeholders, including local schools, community centres, and cultural organisations such as Womenzone and Bradford Producing Hub. Public questionnaires further enriched the feedback, ensuring a comprehensive understanding of the needs and aspirations of Bradford’s residents.
The insights gathered informed the unanimous decision to rename the centre as Bradford Arts Centre. The name, suggested by various communities during the consultation, reflects the inclusive and accessible ethos of the organisation while proudly showcasing its connection to the city.
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Out of Place Studio
20 North Parade
Bradford
BD1 3HT
+44 73921 10861
info@outofplace.studio