YAS
A place for art in all its forms
Yorkshire Artspace is a community of art studios in the city of Sheffield that’s been around for the last 50 years. Often regarded as the city’s best place for artists work spaces, it had never really been seen as a reputable gallery for the city. Our brief was to change that, creating a brand that YAS could grow into and use to become a major art venue in both the region and the country as a whole.
For years, the city has nicknamed Yorkshire Artspace: YAS. There's a beautiful positivity in this name, so we wanted to use it. YAS became not only a new name, but a conceptual driving force – it shaped a central idea that YAS is ‘For art in all its forms’ which then became a brief for a new tone of voice, wider messaging and design intent.
This new energy defined the immediacy and simplicity of our design language too: a new logo proudly proclaiming ‘YAS’, designed with an intentional nod to the old, more crafted mark, but this time, with an unapologetic loudness you could imagine being emblazoned onto their purpose built modern architectural building.
A teaser campaign declaring ‘YAS / NO’ was seen all around the city in out of home and came with a campaign teaser site the user could tilt in order to change the UI. 'Arts is not no. Art is YAS' read the sub heading. This teaser site then became the full programme website, for artists and visitors alike to get all they need from YAS and art in all its forms.
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