Do Swindon.

How we helped.

Do Swindon is a brand and platform designed to showcase the breadth of arts, culture and experiences across Swindon. Created as part of the Swindon Culture Collective, the initiative brings together venues, organisers and communities under a single, accessible identity.

GEL Studios played a central role in shaping Do Swindon from the ground up, from early stakeholder engagement through to brand creation and digital delivery. Working collaboratively across multiple workstreams, our role was to define not just how Do Swindon looks, but how it speaks, behaves and functions in the real world.

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Do Swindon website mockup across different devices

The challenge.

Do Swindon needed to work for everyone. The platform had to appeal to a broad and varied audience - residents, visitors and commuters - while also serving the needs of event organisers, cultural partners and internal stakeholders.

It needed to feel welcoming and inclusive, without becoming diluted or generic. At the same time, the brand couldn’t dominate. It needed to sit comfortably alongside a wide range of partner identities, acting as an enabler rather than a competitor.

The challenge was to create a confident, recognisable brand and platform that could unify Swindon’s cultural offer, while remaining flexible, accessible and easy to use.

Our approach.

We began by bringing the collective voice into the process.

A survey was shared across the Swindon Culture Collective to gather perspectives ahead of workshops, ensuring that contributors from across the cultural sector had the opportunity to shape the direction.

These insights informed a series of collaborative workshops focused on defining both the brand and its role within the wider Swindon landscape.

Across two sessions, we explored:

What Do Swindon represents and how it differentiates from existing initiatives

The perceptions the brand needed to shift and create

Audience personas and how they engage with culture locally

Naming, where a bold and confident direction was chosen

Visual and verbal identity foundations Tone of voice, personality and communication principles

The solution.

The Do Swindon identity is designed to feel simple, recognisable and full of potential.

At its core is a distinctive “Do” marque, formed from two abstract shapes. Subtle references within the form nod to Swindon’s railway heritage, grounding the brand in local pride while signalling forward movement and growth.

The wider identity system is built around a set of tangible, emotive descriptors - Do, See, Hear, Feel, Love - which translate the brand into real experiences. These cues feed into the colour system and messaging, creating a flexible framework that can adapt across different content, events and communications.

The tone is direct and inclusive, speaking to audiences in a way that feels open, human and confident, without overstatement.

Do Swindon website mobile mockup of the what's on page

Mockup of outdoor sign for a Do Swindon event

The outcome.

Do Swindon provides a clear, confident platform for culture across the town.

The brand feels welcoming, bold and proud, capable of appealing to a wide audience without losing focus or intent. It supports partners rather than competing with them, allowing the wider cultural ecosystem to thrive under a shared identity.

Digitally, the platform has become a scalable, data-informed hub for discovering and promoting events, encouraging greater participation and stronger connections between people and place.

The result is more than a brand or a website - it is a framework for how people experience, talk about and take pride in Swindon’s cultural life.