Age UK
Gathering Ground

Branding and interiors in a historic park

 

Age UK have taken on a collection of buildings in a large Sheffield park, to bring people together and forge social connections. It's all part of their mission to combat social isolation for older people.

Initially we were commissioned to create a series of artworks, but as the project developed it became clear that the site needed a name and a brand that could help Age UK better communicate its purpose.

We named it Gathering Ground. We also helped with tone of voice and key messages that explain what it is and who it’s for.

Directional sign outside at Gathering Ground, with white text and pink arrows on green

Creative direction

 

We worked closely with Age UK and the local community to create a brand that worked within the setting of Hillsborough Park. We wanted it to appeal to the audience and translate across multiple touchpoints.

We devised a distinctive colour palette and typographic style. We also designed a range of shapes to represent each building within Gathering Ground. For launch, we created signage across the site, print materials, digital assets and family resources.

Gathering Ground logo with the words in a circle in dark green against lighter green
Gif with the words Community, Park, Gathering Ground and an arrow in white, pink and light green against darker green background

Any text using Gathering Ground’s distinctive font is instantly recognisable as part of the brand.

The Bowling Pavilion circular green icon
The Coach House arch-shaped green icon
The Bradbury Makers' Shed icon in green in trapezoid shape
The Pavilion sign on metal gate
The Coach House sign on brick wall
The Bradbury Makers' Shed sign on brick wall next to glass door
6 pages from Brand Assets document, with text and images in green and pink against white

“Age UK Sheffield worked with Eleven on our Heritage Lottery Funded project to redevelop a Grade II listed Coach House building in Hillsborough Park. We found them to be dedicated, passionate and responsive at all times, and I would have no hesitation in recommending them.”

Steve Chu, Chief Executive, Age UK Sheffield

The Bradbury Makers' Shed green sign on end of brick building with tree branches hanging down from above
The Pavilion sign in white on glass window with leaves and brown letters hanging from twigs on the other side of glass

Artworks that tell a story

 

As part of the Gathering Ground project we created 12 artworks based on the history of the area. We gathered stories from the local community and created illustrations to represent these stories. We then had the artworks made from layers of wood, stained in three colours, for a natural and warm feel. We also researched, wrote and designed a series of interpretation panels to sit alongside the artworks. They share stories and images we discovered in Sheffield Archives.

The artworks sit within the restored historic Coach House, now a busy cafe and popular meeting spot in Hillsborough Park.

Two wooden panels with abstract shapes in green and blue paint hanging on a white wall above dark yellow seating
Two wooden panels with abstract art in green and blue paint hang on white wall above cafe chairs and tables
A history board on wood and two wooden abstract artworks hang on white wall beneath wooden beams, overlooking cafe tables and chairs
Abstract wooden artwork painted in black, green and blue hanging on white wall next to half of a history information board
Wooden artwork with black and blue circles against green background, hanging in staircase
Detail of black and blue circles painted on wood
Detail of history board with text and archival photo printed on wood
Cafe with wooden tables and seats and dark yellow seating at right hand side, white walls and wooden beams, with 5 wooden boards on wall

“We initially commissioned Eleven to research, design and deliver artworks as one of the heritage features to be integrated into the restored Coach House building. We were so impressed with their work that we asked them to support us in developing the new brand for our whole Hillsborough Park site.”

Steve Chu, Chief Executive, Age UK Sheffield

Wooden abstract artwork painted in blue and green on brick wall next to wooden history information board with pink blossoms hanging from tree above
Detail of wooden abstract artwork painted in blue and green on brick wall with pink blossoms above
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