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The Arc

A brand for Arts, Reading and Community


Graphic Design

Video & Animation

Culture is one of the most important aspects of our community — it reflects who we are and collectively inspires how we think, feel and spend our days. Hampshire Cultural Trust (HCT) faced the challenge of taking on the operational management of Winchester Discovery Centre situated in the 186 year old Corn Exchange, one of Winchester’s most recognisable buildings and home to one of Hampshire's most popular libraries. Think Creative was invited to create, define and express the new vision for the building, as a unique cultural destination, creating an identity that captures the partnership between Hampshire Cultural Trust and Hampshire County Council, and creating a place to bring the entire community together.

The Place for Arts, Reading and Community

We began by collaborating with HCT, Hampshire County Council, Hampshire Library Services, executive leadership, and board members to define a new, shared vision for the future. We undertook an in-depth strategy and brand development process engaging all partnership groups. The name ‘The Arc’ was coined and championed by the Think Creative team, a name that focuses on bringing Arts, Reading and Community together, under one roof in the heart of Winchester.

This was then combined with a dynamic visual language that focused on unity and collaboration and could be applied over a variety of mediums and scales. This visual language, ‘The Contemporary Mosaic’ is a modular design system formed by simple geometric shapes inspired by the buildings architecture, which symbolise how individual visitors' taste and interests can be catered for side by side, under one roof. The colour scheme draws from the Hampshire Cultural Trust and Hampshire Libraries colour palettes, reinforcing the collaboration between them.

The Visual Identity

We created a fresh visual identity system covering signage, wayfinding, external and internal branding, packaging, animation, marketing materials, and even uniforms. We created a bespoke typeface for the core brand and sub brand logotypes, giving the brand the unique look and feel to stand proud in the centre of Winchester. The approach for all the major touch points within the building consisted of comprehensive design systems that allowed for the strongest balance of flexibility, consistency and accessibility. These design systems were all documented in extensive brand guidelines that cover everything from wayfinding iconography to digital screen layout. We also produced all of the graphics, signage and marketing materials for the exhibition programme in the two art galleries.

A Royal Opening

The building was officially opened by HRH Prince of Wales on the 3 March 2022, and we continue to help support the HCT with all their marketing and creative needs for this iconic building.


Video -


Photography -

Charlie Ross

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