Gotham Writers Workshop has helped a generation of New Yorkers express themselves. The school offers rigorous academics and invites people from all walks of life into its community. In recent years, however, the creative writing school found that its outward identity did not reflect its true vibrancy — this was having an impact on class enrollment. Hyperakt was asked to evolve the Gotham Writers Workshop brand and turn around its web presence in order to broaden its reach. The new voice of Gotham Writers Workshop needed to inspire younger writers to join the community, while leveraging the school’s proud reputation and preserving its NYC heritage.
After conducting in-depth research and workshops we arrived at the essence of Gotham Writers Workshop’s brand: “craft igniting creativity.” We repositioned the name of the brand from Gotham Writer’s Workshop to Gotham Writers, a shift that better represents the school’s community of writers and promotes a sense of belonging. We created a brand language that expresses itself as a harmonious balance between the vibrant muddle of the writing process and the sharp precision of a finely crafted piece. The tone of the imagery is introspective, thoughtful and intimate – evoking the perfect environment for creative writing.