When I started on the journey to create the brand identity for STOCKROOM, it was clear from the beginning that this project would be both challenging and rewarding. The goal was to design a brand that reflected the dynamic, inclusive and community-focused nature of this space.
Working alongside the project strategy developers, Martin Carr and Graham Lister, StudioDBD was tasked with bringing this vision to life through thoughtful design. The result is a brand that seamlessly combines bold architectural references in a bespoke type-based logo, community-driven illustrations, confident and fresh colours and a straightforward, inclusive tone of voice.
The Logo: A homage to Brutalism
At the heart of STOCKROOM’s visual identity is its distinctive logo. Inspired by the brutalist concrete architecture of the shopping centre where STOCKROOM is located, the lettering echoes the large, rectangular structures of the building. This ties the brand to its physical space, celebrating Stockport’s architectural heritage while also looking confidently towards its future.
One of the most intriguing features of the logo is how the word “ROOM” separates at the centre. The two “O”s create a blank canvas, a space that can adapt to showcase copy and visuals. This subtle but impactful design decision highlights the flexible and adaptive nature of STOCKROOM. After all, it is what happens inside STOCKROOM that truly defines it.
A straight-talking tone of voice
A cultural centre like STOCKROOM has the potential to feel exclusive or intimidating. From the beginning, we wanted to make sure the messaging was anything but. The tone of voice needed to be simple, accessible, and welcoming.
We landed on a series of four-word statements such as “READ BOOKS, DRINK COFFEE.” These phrases are straightforward, relatable, and, most importantly, inclusive. They strip back any unnecessary complexity, instead focusing on the activities STOCKROOM offers in a way that feels approachable to everyone.
Illustrations by the community, for the community
One of the standout features of the STOCKROOM brand identity is the inclusion of illustrations created with the people of Stockport.
Early on, we decided this project had to be a collaborative effort. STOCKROOM is, after all, a space designed for the community, and we wanted the brand to reflect that ethos. Initially, I had considered inviting the public to design the logo itself, but it became clear this approach would be impractical and limit how many people could be involved. Instead, we decided to bring community-drawn illustrations into the visual identity.
To bring this idea to life, we set up a workshop in the Merseyway shopping centre, just outside STOCKROOM. Passersby were invited to draw whatever they wanted, with gentle encouragement to base their drawings on what they hoped to see in STOCKROOM. The response was incredible. Within minutes, we had a diverse group of people creating an array of symbols, shapes, and figures. This was not only engaging but also deeply meaningful. Public engagement like this is always a bit of a gamble, but when it works, it’s magic—and this time, it worked beautifully.
After collecting the artwork, we began the process of selecting and stylising the pieces. Each drawing was scanned and redrawn minimally to retain its original essence. These illustrations are a significant part of STOCKROOM’s identity, bringing a personal and authentic touch to the brand.
Crafting a brand ‘for and with’ the people of Stockport
The entire process of creating STOCKROOM’s brand identity was guided by a simple but powerful principle: the brand had to feel truly crafted “for and with” the people of Stockport. From the brutalist-inspired logo to the community-created illustrations and the straightforward messaging, every element of the design was informed by these values.
This approach to the design also underscores the importance of collaboration. By involving the community directly in the creation, we were able to produce something that STOCKROOM’s audiences can really connect with. STOCKROOM’s identity is not just a visual representation of a space; it’s a reflection of the people it serves.
A holistic approach to branding
Designing the brand for STOCKROOM was about more than just creating a logo or choosing a typeface. It was about taking the project brief and strategy translating it into a visual identity that feels alive, adaptable, and uniquely Stockport.
The adaptable logo, the collaborative illustrations, and the inclusive tone of voice all work together to create a cohesive and dynamic brand. This project has been a great example of how thoughtful design can bring a strategy to life in a way that’s both visually impactful and deeply meaningful.
Final thoughts
As I reflect on this project, I’m filled with a sense of pride and gratitude. Designing the brand identity for STOCKROOM has been an incredibly rewarding experience and it’s been brilliant to work alongside the team to deliver this work. It’s a project that perfectly captures the power of collaboration, creativity, and community.
STOCKROOM is more than just a space; it’s a symbol of what’s possible when design and community come together. I can’t wait to see how it evolves in the months and years to come.