Wash Studio creates dynamic brand identity for Preston’s new cultural destination, ANIMATE

In collaboration with Preston City Council, Wash Studio has developed a bold and fully realised brand identity and destination campaign for ANIMATE - the city’s new state-ofthe- art entertainment, cinema, and leisure scheme.

Positioned in the heart of Preston city centre, ANIMATE is more than just a venue; it’s a major cultural and social destination designed to drive community and build social value.

To ensure the brand truly reflected these values, Wash Studio led a series of naming process and positioning workshops, including name testing and proof of concept, before developing the supporting graphic style and visual collateral.

Cllr Martyn Rawlinson, deputy leader and cabinet member for resources at Preston City Council said: “We wanted to ‘Animate’ the building and the place, to be an exciting destination in its own right, a vibrant, fun-filled family attraction in the heart of our cultural Harris Quarter.

"Wash have captured it just right, but have also created a sense of local ownership with the launch campaign by using every day Prestonians as the models and faces of the brand, that people recognise and can relate to.”

The first major brand reveal came in the form of a 300-meter hoarding, wrapping around the development site during construction, creating anticipation and visibility. This has now been followed by a launch campaign using the people of Preston. Featuring vibrant, playful imagery and graphics the campaign brings the brand to life and builds excitement for it opening and beyond.

Andy Walmsley, creative director at Wash Studio, said: "ANIMATE is more than just a name—it’s an ethos.

"As a much-needed catalyst for the city, we wanted the brand to evoke movement and energy—always evolving, never static—reflecting a vibrant environment where community and culture come together."

ANIMATE is set to transform Preston’s city centre, offering a new primary leisure and cultural experience, reinforcing its role as a hub for entertainment, creativity, and community engagement.