Creative Land Trust
Narrative, UX and digital design. Launch website for Mayor of London, Bloomberg philanthropies announcement of Creative Land Trust.
Background:
An independent Trust has been launched to protect and increase affordable artist workspace following the decline in artist studios in the capital. Speaking at Bloomberg’s European headquarters, the Mayor of London, Sadiq Khan, outlined how the new Creative Land Trust will help tackle the problem of rising rents in the capital by providing artists and creatives with affordable workspace. The organisation has been created with support from Arts Council England, Bloomberg Philanthropies and Outset Contemporary Art Fund.
The Creative Land Trust is an independent organisation that provides financing for affordable workspace providers to buy buildings and will purchase its own property to be used as permanent workspaces for artists in London; helping to maintain London’s status as an international cultural capital.
Goal:
Working with Sara Turnbull (Interim Chief Executive Officer, CLT) and Yves Blais (Operations manager, CLT) I was tasked with helping them craft a public facing site to legitimise the fund ready for The Mayor of London Announcement.
Approach:
In a 5 day sprint, we challenged ourselves to define our audiences, synthesise and communicate the fund strategy as well as establish a clear call to action per audience.
Over 3 workshops (Discover, define, design) I mapped, co-wrote and designed a site which covered:
- Overall proposition
- CLT For Investors
- CLT For workspaces
- CLT Strategy
- Team and Partners
- Register support landing page for workspaces
- Register a workplace landing page for artists
The website communicated the mission to its core audiences — explaining how public and private sector are joining together to solve a problem that affects not only London’s creative community but the national economy.
It spoke directly to workspace providers and potential investors and plotted the emotional and functional drivers for each audience — pushing them to a clearly described ask.
