Naming the site was a fairly substantial undertaking as we had to develop a hierarchy which supported the overall vision, were memorable, and conveyed a coherent family group. The task included an overall trading name, the five site buildings, key performance venues, event space names, studio names and service room names.
The council’s only stipulation was that ‘Woolwich’ had to be a part of the overall trading name. Woolwich Works was short-listed from an original list of 50 or more suggestions. It was chosen because it alluded to the site’s manufacturing heritage whilst relevant for a modern cultural venue. The alliteration also became an integral part of the visual identity. For the 5 listed buildings we adopted a similar approach, keeping true to the purpose of the original buildings use whilst being appropriate for a modern cultural venue. The Fireworks Factory, The Academy, The Carriage works, The Laboratory and The Cartridge Factory were the final choice.