ESALA Communications Provocation
ESALA Communications Provocation
December 2018
As part of my annual review at ESALA - the Edinburgh School of Architecture and Landscape Architecture - at the University of Edinburgh, I proposed that I produce a provocation on the School’s external and internal communications to encourage a critical dialogue focussing on how ESALA presents itself to the world in order to nudge the School towards a more holistic and coordinated presence within its academic, civic, social and cultural contexts. The work would also give the School the opportunity to reflect on its position following the successful merger between the departments of architecture at the University of Edinburgh and Edinburgh College of Art in 2011.
The provocation would be centred upon a number of open and self-reflective questions. For example, how does the School communicate both internally and externally, both online and offline? How does the School engage with and support complementary activity? How is the School really perceived by the wider world and what changes could be made to help the School achieve a better presence domestically, nationally and internationally?
Within the School’s Academic Position Statement relayed to the RIBA (Royal Institute of British Architects) the School stated that ‘ESALA aims to be a national locus for public discussion and debate in architecture, landscape, construction and urbanism.’ This is an ambitious statement, with a vast horizon across four inter-related areas of design and industry. What interested me, however, was the inclusion of the word public. To be a locus of ‘public discussion’ at a national level requires presence, communication and engagement with that public.
The provocation explored the School’s position within the University structure, its branding and identity, communications both on and offline, staff views gathered through conversations and collective discussion, physical in-situ spaces (such as exhibition, lecture, studio and social spaces), activity associated with the School through staff and student endeavours, and international benchmarking against other schools around the world.
Since the provocation much work has been undertaken by the School with greater clarity in branding and identity, the opening of public-facing social media accounts on Twitter and Instagram (previously lacking), the consolidation of a clear and public-facing lecture and discussion series, and enhanced presence and support of other initiatives within the mosaic of architectural culture in Scotland. The work is ongoing.
Page from ESALA Communications Provocation illustrating the School’s academic positioning statement
Page from ESALA Communications Provocation illustrating the School’s University context
Page from ESALA Communications Provocation illustrating the School’s various concurrent branding and identities
Page from ESALA Communications Provocation benchmarking the social medial presence schools around the world
Page from ESALA Communications Provocation illustrating staff reflections and input
