LATES is the National Media Museum’s programme of alternative after-hours entertainment. These experimental, adult-only nights shun the well-trodden, traditional path, providing people in Bradford with exciting, cutting edge adventures in science and performance. To brand the programme we crafted an L-shaped neon logo inspired by Bradford’s late-night world. Bright and in-your-face, it captured the after-hours nature of the programme and the brave, adult tone of the events.
When it came to promoting the programme on posters, we built a 3D version of the logo device, which we placed in late-night shots of some of Bradford’s least glamorous streets. To capture these locations, we hooked up with photographer John Angerson and talked him in to joining us as we reccied some of Bradford’s seediest neighbourhoods over the course of several cold Winter nights. To create an intriguing contrast with the modern edge of the LATES programme, we settled on shooting mainstream, decaying or derelict entertainment venues. Despite the cold, we got the shots we needed, but not before we’d convinced several prostitutes that we really weren’t looking for any business.