Creating a new website inevitably raises all sorts of questions about the being of your organisation. What are the characteristics of our identity? What is the core of our activities and how can we cluster them? How do the sub-brands relate? The underlying question of all is: how to make this tangible to your audiences? During this presentation, Hans Leijdekkers and Astrid Jacobs show how insights from the website redesign worked as a catalyst for cultural organisations like the Design Museum, RADA and Somerset House to change their overall branding and reflect on their positioning.

1. Museum Next, June 3, 2019
Bottom-up rebranding
Hans Leijdekkers
Astrid Jacobs
Creative Director
Strategist


2. How to design a website that is both
subservient and distinct?
Design Museum, London

3. How to design a website that is both
subservient and distinct?
Design Museum, London
About enriching and rejuvenating a visual identity for online

10. How to make inclusiveness tangible?
Royal Academy of Dramatic Art, London

11. How to make inclusiveness tangible?
Royal Academy of Dramatic Art, London
About how visuals can express brand values

12. - Birkigt & Stadler -
design
communication
behavior
personality
Identity
Brand identity

13. - Birkigt & Stadler -
design
communication
behavior
personality
Identity
Brand identity
Image
- Albert Mehrabian -

14. #1: Make the inclusive exclusivity tangible
#2 Show the continuous buzz.
#3 Help making educated decisions
#4 Create simplicity through consistency
#5 Fortify the brand
Design principles

15. Creating a moving
website
12

16. Creating a moving
website
12

20. BrochureApplying the identity PosterApplying the identity

21. RADA Fest

22. How to make sense of a wide offer
by several sub-brands?
Southbank Centre, London

23. How to make sense of a wide offer
by several sub-brands?
Southbank Centre, London
About the balance between brand architecture and user experience in navigation

25. Brand architecture

26. Mono brand

27. Branded House

28. Endorsed brand

29. House of brands

30. Yayoi Kusama
5 April – 20 July

34. How to move from facilitator to curator?
Somerset House, London

35. How to move from facilitator to curator?
Somerset House, London
About getting the brand personality out of the shadows of its offer

38. Facilitator, curator or blue ocean
Facilitator
Somerset House
SkateStudiosExhibits Tenants

39. Facilitator, curator or blue ocean
Facilitator
Somerset House
SkateStudiosExhibits Tenants
Somerset House
Skate
Studios
Exhibits
Tenants
Curator

40. Facilitator, curator or blue ocean
Facilitator
Somerset House
SkateStudiosExhibits Tenants
Somerset House
Skate
Studios
Exhibits
Tenants
Curator
Somerset House
Blue ocean

41. Design principles
#1 Always show the unexpected, alongside what the visitor was looking for.
#2 Showcase the creative process, as well as the end result.
#3 Give the activities of Somerset House and its tenants the same weighting.
#4 Inspire visitors through the diversity of the offer.
#5 Be open and inviting: encourage visitors to participate.

46. External
directional
signs
- totems ORIENTATION
South Wing
East Wing
West Wing
New Wing
The Edmond J. Safra Fountain Court
Exit to Lancaster Place
Exit to River Terrace
Stairs
Elevator
Toilets
VISITOR INFORMATION
Info Desk
West Wing reception
New Wing reception
EAT DRINK AND SHOP
Fernandez & Wells – café
Hej Coffee– café
Bryn Williams – restaurant
Spring– restaurant
Pennethorn’s - cafe bar
Somerset House shop
Somerset House Terrace - seasonal bar
G
SEE AND DO FACILITIES
Toilet
Change level
Embankment Galleries
and Screenroom
Elevator
3.
GET INFORMATIONS
1.
2. EAT DRINK AND SHOP
Fernandez and Wells10.
Shop11.
Bryn Williams12.
Hej Caffee13.
Pennethorne’s14.
Spring15.
East Wing Galleries1.
Courtyard Gallery2.
Terasse Rooms3.
West Wing4.
Lancaster Room5.
River Rooms
Embankment Galleries
Hall
Screen Room
6.
7.
7 77.
8.
9.
COURTAULD
GALLERY
COURTAULD
SHOP
NEW WING
NORTH WING
EAST WINGWEST WING
SOUTH WING
-2
EMBANKMENT LEVEL
GROUND LEVEL
7
8
1
2
3
5
6
4
10
11
13
14
14
15
12
9
EAT DRINK AND SHOP
Fernandez & Wells – café
Hej Coffee– café
Bryn Williams – restaurant
Spring– restaurant
Pennethorn’s - cafe bar
Somerset House shop
Somerset House Terrace - seasonal bar
G
SEE AND DO FACILITIES
Toilet
Change level
Embankment Galleries
and Screenroom
Elevator
3.
GET INFORMATIONS
1.
2. EAT DRINK AND SHOP
Fernandez and Wells10.
Shop11.
Bryn Williams12.
Hej Caffee13.
Pennethorne’s14.
Spring15.
East Wing Galleries1.
Courtyard Gallery2.
Terasse Rooms3.
West Wing4.
Lancaster Room5.
River Rooms
Embankment Galleries
Hall
Screen Room
6.
7.
7 77.
8.
9.
COURTAULD
GALLERY
COURTAULD
SHOP
NEW WING
NORTH WING
EAST WINGWEST WING
SOUTH WING
-2
EMBANKMENT LEVEL
GROUND LEVEL
7
8
1
2
3
5
6
4
10
11
13
14
14
15
12
9

47. How to explain what business
has to do with drama?
RADA Business, London

48. How to explain what business
has to do with drama?
About the influence of brand positioning on sub-site approach
RADA Business, London

49. RADA Business
RADA Business helps people at work become
brilliant communicators.
They deliver world-class training programmes and
coaching for organisations and individuals.

50. Positioning a brand
Points of difference
Points of parity

51. What category are you in?

52. Tea
What category are you in?

53. Tea
What category are you in?

54. Tea Soft drinks
What category are you in?

55. RADA vs RADA Business
RADA
Drama schools Drama schools with
communication training
Communication
training
Business training
I want to become an
actor
Acting is a good
method to improve
my communicative
skills
I am insecure about
my communicative
skills
As a leader I want to
be an inspiring
communicator
RADA in Business
Current approach
RADA Business Academy
Future approach

56. User journey

58. RADA identity

59. How to shift the narrative
from collection to artist
Van Gogh Museum, Amsterdam

60. How to shift the narrative
from collection to artist
About the role of the website in the brand ecosystem
Van Gogh Museum, Amsterdam

61. Ecosystem
Building
Physical space
Website
Online Social channels
Own channels
AppAudio tour
Other channels
Media
Newsletter

65. How an audience focussed website can
be utterly impractical
Commes des Garçon

66. How an audience focussed website can
be utterly impractical
About going beyond the obvious
Commes des Garçon

69. Thank you!
Hans Leijdekkers
Fabrique
+31 6 29278702
hans@fabrique.nl
Astrid Jacobs
Fabrique
+ 31 10180685
www.linkedin.com/in/astridjacobs/

70. Wifi
RADA Guest
FlyaKite

72. Window Shop floor Storage
Not relevant
for this platform
Store model

73. Brand architecture