We have been working with Street Feast founder Dominic Cools-Lartigue on a new venture, a family of brands under the umbrella ‘Assemble’.
Dominic revolutionized London’s food scene with Street Feast, a pioneering concept that brought the capital’s most exciting food traders together for the first time, attracting hundreds of thousands of hungry customers each year.
Launching in early 2016, Assemble London is a community for all those who create, design, build, cook or perform – a 360-degree world of support, development and amplification. The community’s home will be the Eastern Assembly, a landmark venue in East London, featuring a cutting-edge cultural program across theatre, art, film and music, all supported by a wide range of casual dining options.
Alongside the Eastern Assembly, the Assemble community will encompass: Assemble XL, an accelerator program for creative start-ups; Assemble Arts, an events division producing and collaborating on cultural events across London; and Assemble magazine, a quarterly print publication that will support, develop and amplify the wider Assemble community.
We designed the forthcoming website based on an adaptation of a Squarespace template, but with much styling and the usual Form attention to detail with typography and imagery, some of which is from Form’s personal photographic archive. Handwritten titles from the hand of partner Paul West distinguishes each section of the site and further communicates the ‘maker culture’ identity.
As part of the family of brands we also created logos for Wild Arrow and Tint and Shade, two pop-up food and drink offerings which were launched at Moniker Arts Fair last month. The ‘A’ without a crossbar which forms the Assemble logo has been repeated to create the ‘W’ of the Wild Arrow logo, and therefore subtly linking the different parts of the Assemble family.
A further repeating of the Assemble ‘A’ logo creates a pattern which is reminiscent of stitching (another nod to the Makers culture) and has been used as a strong graphic device on the The Wild Arrow menu and poster.
“I’ve got the rare feeling of joy when someone nails it with design.”
Dominic Cools-Lartigue, Founder, Assemble
Stay tuned for more on this exciting new venture!