Connecting young people with culture and creativity

We were tasked with branding the event in a way that resonated with young people, and inspired them, and represented the diverse and exciting range of cultures and creativity that Southampton has to offer. This event was part of the Connecting Culture Project, by the University of Southampton, with support from Arts Council England and Southampton City Council.

The Challenge

Our challenge was set by the Cultural Connectors, a group of local young people aged 16 – 25, who were active in the project. We were commissioned to create a visual identity for a public festival for children and young people that was being put on to broaden the awareness of creative and cultural activity within the city of Southampton. It needed to be representative of the city’s many different cultural influences, feel inspiring and engaging for a broad range of children and young people (between the ages of 5 and 25), and meet all required accessibility standards.

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What’s Next Southampton? festival, June 2023, commissioned by University of Southampton. Images © Dev Place, 2023.

Cultural Connectors aims for the event were to explore and increase participants:

• Pride in Southampton’s creativity
• A sense of belonging at the event
• Inspiring visitors to be more creative
• Confidence to find out about the City’s creativity opportunities
• Cultural Quarter visits

Image credit: What’s Next Southampton? festival, June 2023, commissioned by University of Southampton. Images © Dev Place, 2023.

Services Provided

• Campaign Creative
• Logo Design
• Brochure Design
• Billboards
• Press Adverts
• Signage
• Website design
• Wayfinding
• Digital Banners & Animation

Image credit: What’s Next Southampton? festival, June 2023, commissioned by University of Southampton. Images © Dev Place, 2023.

The Solution

Working with the Cultural Connectors, we developed an identity that visualised diverse cultures using connecting hands, bright abstract colours and bold modular typography. We developed a series of shapes and patterns to represent the various cultural opportunities that Southampton has to offer. Illustrated hands were introduced to represent the people of Southampton, they point, connect, hold and intertwine, and have unique personalities (tattoos, rings, hand signals). The visual identity was distinctive and full of creative energy, with playful elements and a rich set of visual elements that could be used collectively or in isolation.

Campaign Stickers

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The Result

The event was a great success with over 2500 children, young people and families attending the festival. We’re proud to have supported an event that empowered young people and gave them an opportunity to express themselves, and see how they can explore a path into creative careers and widened the cultural perspectives of young people in the community.

The Result

“It’s been a pleasure working with ZAP Creative. From the outset, ZAP showed great respect for the young Cultural Connectors and invested time understanding their creative brief. The design team honoured and increased the young people’s ambitions, resulting in a stunning vibrant branding, hitting all the right notes, bringing the festive vibe of colour and playfulness.”

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Louise Coysh, Associate Director, Arts & Culture, University of Southampton

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Louise Coysh
Associate Director, Arts & Culture, University of Southampton

What’s Next Southampton?
Part of the Connecting Culture Project by the University of Southampton
Supported by Arts Council England, MAST Mayflower Studios and Southampton City Council.
Find out more: connectingculture-southampton.org.uk

Connecting young people with culture and creativity

Campaign Stickers

The Result

The Result

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Let’s work
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Let’s work
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Connecting young people with culture and creativity

Campaign Stickers

The Result

The Result

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Let’s work together

Let’s work together

Let’s work
together

Let’s work
together