How we merged a library with an academy
A few years ago, the Aalst library and the Aalst Academy for Performing Arts came under the same roof. The city of Aalst and the Autonomous Municipal Company for Urban Development Aalst (AGSA) opted for this radical integration, which would also mean that the library and academy would work together closely in the future.
Our studio devised a new corporate identity for Utopia: the new name of the building in question. We also provided communication support and helped publicise the Utopia project until the opening of the building of the same name.
Utopia: integration does not have to be utopian
We did not devise a new identity, but created a new “umbrella” that would feel familiar to everyone in Aalst.
Utopia had to become a concept in its own right, while still maintaining a clear link with the city. That is why we came up with a logo based on the red colours and logo from the city of Aalst's corporate identity. This allowed us to seamlessly integrate the letter “A” with a blue horizontal stripe, demonstrating the inextricable link with the city.
Both the library and the Academy retain their own brand identity. The Utopia branding encompasses these, just as the building does, but does not replace them.
Clever communication strategy
This not-so-obvious integration was a very sensitive issue for the parties involved and for the residents of the city of Aalst.
The ultimate goal of our strategy? Not only to inform the residents of Aalst, but also to engage them. That is why we divided the communication process for this multi-year project into three phases:
- There were a lot of questions from residents, because what was going to happen and why? And what impact would it have? First, the residents of Aalst had to be provided with information, because only with clear information can you give a transformation process the necessary support.
- During the construction of Utopia, we continued to provide information, but we also created more and more involvement. Through site hoardings, maps and a specific website, among other things, everyone was kept informed and we ensured greater visibility on the streets.
- In the run-up to the opening of the building, we focused fully on the experience. This allowed the residents of Aalst to really make the building their own and learn to experience the new situation more actively.
Communication is action
We drew up a communication plan with concrete actions in the form of information sessions, flyers and printed matter, signage on the construction site, an open site day, the laying of the foundation stone and more.
Prints and signage
Volta ensured that Utopia was visible in Aalst even before the building was constructed. Signage around the site provided information about the traffic situation, the history and the future of the site. All printed items, such as informative letters or invitations to the next information moment, spread the recognisable Utopia style and kept the residents of Aalst informed of every step in the process.
Website and social media
The Utopia website blended seamlessly with the logo and corporate identity, with the layout, design and copy acting as a cohesive whole. The homepage functioned like a building block box: the latest information at the top, older messages below. Online communication not only provided information about the site, but also built enthusiasm for the eventual opening. The Facebook page played a key role in this thanks to regular, accessible updates that got the people of Aalst excited about Utopia. We also took care of website management and social media content creation.
Discover some of Utopia's communication assets
