Heartlands launch and rebrand
Heartlands is based in Pool, in Cornwall on a former tin mining complex at Robinson’s Shaft. The £35m development has transformed derelict land into a 19 acre visitor attraction which includes World Heritage Site exhibitions, botanical gardens, adventure playground, café, shop, outdoor events arenas, large art installations, water features and craft studios.
A-Side, appointed in November 2011, embraced the 'heart' in Heartlands. The hard edged heart-shaped logo they created forms the centre of the brand identity. The heart is dissected into four colours – the grey to represent the tin mined at this former industrial heartland, the black and gold traditional Cornish colours, and red to represent new life and culture.
As well as the main identity, there are six separate multi-coloured mini logos, which were developed to complement the diversity of activities on offer at Heartlands.
Alex Rowse, Co-founder of A-Side Studio said:
“We were really excited to get involved with Heartlands as it is such an inspirational place and different to anything we’ve worked on before. At first we were concerned people might think a heart was too obvious, but actually we realised we would be missing a trick if we didn’t use it. After working on a few designs we formulated this interesting new shape that has become the anchor of the brand. We feel it captures both the industrial and playful element of the site, and provides Heartlands with huge flexibility in its marketing material.”
The new website at www.heartlandscornwall.com was also designed by A-Side, with the website build and project management undertaken by The Dewsign Consultancy and incorporates an interactive map, which gives web users the chance to explore Heartlands before they arrive.
The Heartlands launch event runs from 20-22 April and is FREE - you can find out more here.