The Illuminated River
Bright branding for the longest public art commission in the world.
How we helped The Illuminated River on its journey, from the earliest twinkling of an idea to its conclusion as the world’s longest public art commission.
Sector
Arts & Culture
What we did
Discovery & Definition
- Audits
- Consultation
- Interviews
- Digital strategy
- Brand proposition
- Site architecture
- Naming
Design Development
- Creative concepts
- Brand identity system
- Brand engagement
- Messaging and tone of voice
- Brand expression
- Content creation
- Digital expression
- Digital design, UI and UX
- Print design
- Art direction
- Exhibition design and interpretation
- Event branding
Delivery
- Brand guidelines
- Brand toolkits
- Tone of voice guidelines
- Brand activation
- Front end development
- Motion design and video
- Installation
Context
The Illuminated River is a long term art commission on an unprecedented scale: a scheme to light central London’s bridges along the River Thames. We were invited to create a name for the scheme, develop its messaging and to design its brand identity.
The Illuminated River will give London free art. The project also means that a wasted asset and wasted resource will now be used. The team had thought through how the project is sustainable, how it will be energy efficient and use less energy.
This project will bring light, energy, beauty and recreation to the river and at the flick of a switch, transform the city at night.
Solution
Working with a close and ever-expanding group of collaborators – including animators Buff Motion, 3D build specialists Standard 8 and arts marketing specialists The Cogency – we applied our visual identity across all print, digital and social communications. The project also saw us creating an Illuminated River exhibition, housed at the Royal Festival Hall in London’s Southbank Centre. The exhibition presented the work of shortlisted teams, and incorporated video content, interactive screens and a hands-on visitor response wall.
Baxter & Bailey have been an absolute pleasure to work with on what could have been perceived a tricky brief; to visually express the vision for a project that hasn’t yet been designed. We couldn’t have asked for a more creative, flexible and, most of all, patient team to work with.
Impact
With the announcement of a winning team at a special event in the Tate Modern Switch House and an official project launch in 2022, The Illuminated River has already made a significant aesthetic, cultural and financial impact on the capital, with its magnificent, historic bridges becoming a visible, living part of the nighttime landscape.
2.5
The Illuminated River will be the longest public art commission in the world at 2.5 miles in length
4.5along 4.5 nautical miles of the River Thames
200It will be viewed over 200 million times each year.
105The international competition attracted more than 105 submissions.
Special Thanks
Thanks to the Director of the Illuminated River Foundation Sarah Gaventa, and Rothschild Foundation team stalwarts Claudia and Simon for allowing us to accompany them on the journey this exciting project has taken, from its earliest days within the curved walls of City Hall. What a privilege to have been involved in a piece of work which will shape the London night sky for years to come.
