Sage Gateshead is a concert venue and also a centre for musical education, located in Gateshead on the south bank of the River Tyne, in the North East of England. It opened its doors in 2004 and is tenanted by the North Music Trust.
We were tasked with supporting the existing ‘Dare to Dream Big’ campaign by producing a cultural publication all about the building of the Sage Gateshead as well as the regeneration of the music culture in the North East. The campaign was designed to show how the Sage was conceptualised right through to the point of launch and give some real insight into one of the most iconic buildings in the North East.
What stood out on this project was the intense passion felt for the Sage. It oozed out of every curved wall within the building and every stakeholder that we interviewed had great pride in their involvement. We simply couldn’t ignore this. We based our concept for the publication on passion, pulling together quotes and anecdotes from all those involved, across multiple agencies and organisations to create a narrative that takes the reader on a truly magical and symphonic journey.
Our publication brought the pride and passion felt for the Sage to life, celebrating the rejuvenating impact it has had on areas of the North East and the huge contribution it has had to many impressionable organisations. Sage Gateshead has developed a truly international profile, proving that daring to dream big pays off!
