Outside London, The Hepworth Wakefield is the largest purpose-built museum in the UK. Located near the birthplace of sculptor Barbara Hepworth, it presents her work alongside that of other British modernists and contemporary artists.
Our long-standing partnership with The Hepworth Wakefield began in 2008. We designed the brand identity, signage, exhibition graphics, launch website and communications for the museum’s opening in 2011. The identity has continued to evolve over time, expanding to reflect the museum’s growth.
Wakefield, UK, 2008–25
Identity, Signage, Exhibition, Campaign, Digital, Merchandise
The identity and bespoke typeface family echo the angular forms of the building, derived in part from the pitched roofs of local dockside structures and elements of Barbara Hepworth’s work.
The signage and wayfinding expand on principles developed within the typeface and align closely with David Chipperfield Architects’ approach to the building. Signage is applied directly to the architecture, rooted in the idea of carving lettering into the fabric of the building to echo Hepworth’s sculptural practice.
As we were commissioned at an early stage, we were able to embed the signage into the planning of the building and develop the scheme seamlessly alongside the architecture. Wayfinding is woven into the material language of the museum, with external naming sandblasted into the concrete facade and text screen-printed beneath varnish on Valchromat boards to form a fully integrated system.
‘Typography with reason and ideas can be rare, but in this case the results are restrained, confident and simple. A great design which echoes the work of the sculptor herself, making something that feels timeless.’
Creative Review
Case Study Section
The colour palette is inspired by the weathered surfaces of Barbara Hepworth’s sculptures and paired with the artist’s own words, reinforcing the museum’s strong connection to the Wakefield area. This is applied consistently across marketing materials, from digital invitations to printed communications for press and members.
Barbara Hepworth with the plaster Single Form at the Morris Singer Foundry, May 1963. Photograph by Morgan-Wells.
The identity was expanded for the museum’s shop and The Hepworth Wakefield Garden, a free public garden designed by Tom Stuart-Smith Studio. We introduced a series of graphic forms inspired by key works by Hepworth in the collection. Modular in structure, these forms create a more playful visual language, allowing The Hepworth Wakefield to engage a wide range of audiences.
Architecture: David Chipperfield Architects
Landscape Architecture: Tom Stuart-Smith Studio
Photography: India Hobson and Kilian O’Sullivan
Video: Alex Dorman
‘A Practice for Everyday Life’s work is elegant, sophisticated, playful – it can be light yet is always impactful. They work on projects that are meaningful, and their design reflects that.’
Sarah Douglas Consultant and former Wallpaper* Editor-in-Chief
