A campaign identity designed to connect arts and culture with a new audience. Nottingham Trent University – voted University of the Year 2017 by the Times Higher Education awards – can justifiably claim to be a champion of the arts. The University curates a rich calendar of cultural events and its city-wide campus boasts a number of great arts venues, from contemporary galleries and grand concert halls to quirky and intimate performance spaces. Our challenge was to bring this broad ranging cultural offer to an equally broad audience, encompassing regular arts consumers as well as first-timers. Our naming solution brings the idea of curation right to the heart of the solution, whilst the design approach celebrates cultural diversity, juxtaposing imagery in often surprising ways. It’s a campaign designed to turn heads and prick up ears. See you in the front row.