Creating Magical Brand Gestures to Inspire A Generation.
Inspired by Dave Eggers’ TED talk about his brilliant 826 literacy project, Lucy Macnab and Ben Payne along with author Nick Hornby and UK graphic design studio We Made This have just launched the Ministry of Stories on Hoxton Street in east London. Funded by the Arts Council, as well as seed-funding from the JJ Charitable Trust, Ministry of Stories follows the model of the 826 centres: a writing centre where kids aged 8-18 can get one-to-one tuition with professional writers and other volunteers; with the centres being housed behind fantastical shop fronts designed to fire the kids’ imaginations. In this case, the shop is Hoxton Street Monster Supplies – Purveyor of Quality Goods for Monsters of Every Kind.
The Ministry retail space was designed by architects Andrew Lock, Catherine Grieg and David Ogunmuyiw; with fantastic wall illustrations by Heather Sloane. The visual identity for the Ministry is based on the Ministry of Food logo from the 1940s. The real magic here for me is the spark of inspiration that comes from the wonderful brand design work that brings the Monster Supplies retail concept to rich, humorous life – a sure fire igniter of childhood imaginations. The project brilliantly demonstrates the power of creative collaboration in pulling-together amazing brand experiences and creating wonderful brand story telling, especially in the area of inspiring education.
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