Arts NSW were in need of a clearly positioned offering and a new way of articulating who they are and what they do. As NSW Government’s arts policy and development body they balance stakeholder needs in cultural institutions, a huge number of arts contributors and partners within government. Like many of our clients, Arts NSW walk a fine line between the constraints of funding and artistic and cultural innovation.
In an increasingly commercially focused funding environment Arts NSW are committed to finding ways of enabling artistic endeavour from new, small scale experimental work to major cultural institutions established arts and cultural organisations.
Conversely, we found that Arts NSW were increasingly seen as merely a conduit to funding, "Arts ATM" and did not wish to risk their position as policy-makers and strategic investors in the success and future of arts and culture in NSW. In short, Arts NSW were in need of a clearly positioned offering and a new way of articulating who they are and what they do.
Boccalatte began with executive interviews and staff workshop, simultaneously conducting an anonymous staff survey to gain an understanding of the perceptions, strengths and weaknesses of the Arts NSW offering.
We reached out to key stakeholders and leaders in the arts and culture community to gain external perspective on the Arts NSW brand and developed an analysis of the competitive environment.
Our recommendations went to the heart of the brand and suggested moving away from talking about concepts of funding market failure and shifting to a language of entrepreneurship, championing and investing in success.
We developed tools and a brand platform for Arts NSW to take the lead on arts and cultural issues and to establish and assert their position as leaders of the sector.
Under the new positioning of “Investing in the success and future of arts and culture in NSW.” Boccalatte created a visual identity, guidelines and toolkit to support Arts NSW in its pursuit of new vocal and expansive brand communications.
Boccalatte continues to consult to Arts NSW and champion its integral cultural role in NSW, Australia and Internationally.