Third Umbrella was an ambitious initiative by the Royal Borough of Kensington & Chelsea (in West London) to devise a ‘quality, coffee table publication to be distributed to everyone living within the Borough’.
The aim was to promote the full year of arts, music and cultural events held within the Borough. Covering a 12-month period, the publication was distributed to every household in the area, totalling approximately 60,000+ addresses.
Our brief was to create a dynamic and engaging publication that people would want to keep in their living rooms, designed to retain their interest and ensure repeat interaction throughout the year.
With events as diverse as the Notting Hill Carnival to Opera featured the breadth and diversity of the content of the program meant the design styling needed to be carefully handled. From the V&A through to the Portobello Festival, ballet to modern dance, with music venues, film, visual arts and literary events all represented and all with their own specific brand styling too. In total over 100 separate cultural events were featured in the printed publication, each with a small write-up, dates, times and booking details.
We also created an overview of the year with a colour-coded index of the type of event for quick reference.
The main printed publication was supported by promotional items and a website that also contained additional information and featured new events that were not fully confirmed at the time of the print deadline.