Developing a communication strategy of the National Audiovisual Institute for the new building and its virtual activities.
“The result of the project is, primarily, a better understanding of the needs of the users of the Institute.“
Deputy Director of the National Audiovisual Institute
The National Audiovisual Institute (NInA, renamed FINA after the merger with the National Film Archive) was preparing to open its new offices at 3/5 Wałbrzyska Street in Warsaw. For the first time, the Institute was to interact with its users in real space on a regular basis. Previously, the main channel of contact were online portals run by the Institute and special events and festivals organized in various locations. The starting point for the project was the development of a communication strategy for the Institute in the context of its new, permanent seat and the opportunities that it would create in building relationships with the audience.
During the first stage of the process we focused on the best possible recognition of different groups of users of the activities undertaken by the Institute. We conducted a series of interviews using the network of our and NInA employees' contacts. On this basis, we developed Personas and their Customer Journey Maps. The involvement of the Institute’s team was extremely important. All activities, including interviews and their subsequent analysis, were carried out jointly.
One of the recommendations in the report summarizing the developed strategy was to conduct a design audit. We observed that over the years many different interpretations of the visual language of particular programmes, publications and events of the Institute have been developed. It was necessary to organize them and propose a coherent way of presenting all activities of NInA. After analyzing the materials, we prepared a design brief and supported the organization in selecting a graphic studio to carry out the work. UVMW proposed a coherent system of visual identification, organizing the existing programs of NInA. A subtle graphic marker was used to facilitate the identification of individual activities with the Institute, thus strengthening brand recognition. The UVMW project also included a series of jobbing prints and promotional materials. This new visual identification became the basis for creating the new NInA website.
The last stage of the project concerned the so called wayfinding, i.e. the information system inside and outside the building. UVMW developed a system corresponding to the new identification and taking into account the recommendations for the communication strategy. An important element of this phase were tests with users based on paper prototypes. In this way we were able to quickly verify the distribution of information inside the building of the Institute.
In May 2015, NInA opened its new premises for visitors. Our joint activities were one of the elements of creating a coherent and flexible visual identification system, designed by UVMW, and a well thought-out navigation system inside the new building. On June 1, 2017, after the merger with the National Film Archive, the National Film Archive — Audiovisual Institute (FINA) was established, which continues the activities of both separate institutions.