Creative Case Study

Lakeland Arts.

A Distinctive Creative System for Arts and Heritage

Lakeland Arts, a charity dedicated to inspiring people through arts and heritage, partnered with One Day Agency to increase visitor numbers across its three destinations: Abbot Hall, Blackwell and Windermere Jetty Museum.

Over the course of the partnership, the campaign approach evolved from promoting the venues themselves to highlighting stronger, more immediate reasons to visit. Activity was weighted towards the peak season from April to September to maximise visibility and footfall, before shifting to winter exhibitions and festive experiences to help counter seasonal declines.

Alongside supporting ticket sales, paid social was also used as a discovery channel to introduce Lakeland Arts to new audiences. This approach prioritised visibility and engagement, helping to build a pipeline of prospective visitors that could be nurtured into both online and in-person conversions over time.

Services: Concept Development • Creative Direction • Graphic Design • Motion Graphics • Copywriting

Objectives

Build a consistent flow of new audiences while supporting ongoing ticket sales and increasing visitor numbers
Maximise exposure during peak season and sustain engagement through winter programming
Shift paid social towards a balance of discovery, traffic and conversion activity
Develop a flexible creative framework that could showcase different experiences across all three locations while maintaining a consistent Lakeland Arts identity

Creative Approach

The most recent creative strategy was built around the introduction of the 1-1-1 framework, showcasing one event, one tour and one workshop across the three locations, alongside a unified creative designed for remarketing. This approach moved the focus away from promoting venues alone and towards highlighting specific, tangible experiences.

Imagery played a central role, drawing on Lakeland Arts’ high-quality visual assets and pairing them with clear, informative messaging that communicated what audiences could attend. The relationship between image and message was carefully aligned so each asset delivered a clear and immediate proposition.

A flexible creative system was developed with consistent core elements that maintained brand identity while allowing for variation across different offerings. Each asset was designed to be instantly recognisable as part of its respective location, while also working cohesively as part of the wider Lakeland Arts brand. This ensured that individual creatives could stand alone, but also combine effectively within carousel formats during the remarketing phase.

Creative Execution

The newest execution introduced a distinctive visual system inspired by the familiar cues of tickets and admissions, reinforcing the idea of access to experiences. This was expressed through flat blocks of colour edged with a detail reminiscent of a ticket perforation line, used to frame key information about each offer. The device was adapted across workshops, events and tours, creating a recognisable framework that could flex depending on the category. Each asset clearly signposted the title of the experience, its format, the date and supporting imagery, allowing audiences to understand the offer quickly and easily.

The colour palette aligned closely with Lakeland Arts’ existing brand, ensuring continuity across all touchpoints. Line-based graphic elements were extended across each asset, with subtle references to the character of each location.

Carousel formats were designed with continuity in mind, allowing each slide to connect seamlessly when swiped. This created a unified storytelling experience that brought together the three locations within a single asset, effective for remarketing audiences already familiar with the brand. Illustrative elements were introduced to add visual interest and distinguish these assets from earlier funnel stages.

Motion graphics were used to enhance engagement, with subtle animation applied to line work and typography. This brought energy to the creative while maintaining a refined and considered aesthetic. High-quality imagery was further leveraged in video formats through gentle zoom and movement, adding depth without distracting from the core message.

Deliverables and Results

The campaign produced a suite of creative assets across different social platforms, designed to work seamlessly across discovery, conversion and remarketing touchpoints, including: