Brief 5 city of cph boards

Brief #5 - City of Copenhagen

Self initiated branding brief

Brief #5 Rebrand the City of Copenhagen tourism, producing a new tourist experience for the city.

Andrea Hannah Cooper - OUGD603 Extended Practice 2014

Brief, Deliverables & Concept

Brief #5 - City of Copenhagen

Brief -

Concept -

Rebrand the City of Copenhagen tourism, producing a new tourist experience for the city.

The current Copenhagen tourism branding is a mixture of different brands for different sections of the tourism sector which seem to promote quite a traditional Copenhagen to an older audience. The concept for this brief was to create a new brand for the city’s tourism which through primary research developed into how to promote the Copenhagen that the locals know. I have proposed a new brand for Copenhagen tourism, and with that came the concept for a tourist guide app which not only lets the tourist discover things recommended by the locals, but also works

Deliverables A tourist app design demonstrated in a walkthrough video, a tourism website design, virtual wayfinding proposal, tourism souvenir proposals, advertising and a printed set of brand guidelines.

Self initiated branding brief

as a personal, virtual tour guide so the visitor can actually explore the city how the locals do. The brand has also been extended across a website which functions in a similar way to the app design, and across print and digital advertising and also tourism souvenirs.

Andrea Hannah Cooper - OUGD603 Extended Practice 2014

Background & Primary Research

Brief #5 - City of Copenhagen

Background -

Primary Research -

As I have grown up in Copenhagen, I not only know the city well but have also shown numerous friends around who have visited. I also have an interest in travel and tourism so I decided to combine these two things together to produce a rebrand for Copenhagen tourism. This was ultimately influenced by the way in which I see the city now after living there compared to when I first visited as a tourist before moving there.

To influence and inspire the rebrand, I not only researched into the current branding identities for the different areas of tourism across Copenhagen, and other city brandings, but I also undertook a significant amount of primary research. I had the opportunity to go home and visit Copenhagen personally twice while researching and before beginning the design side of this brief (in January and at Easter) and spent a couple of days walking around the city with my

Self initiated branding brief

camera ‘pretending to be a tourist’. This gave me the idea to promote the side of the city that the locals know as I was trying to see Copenhagen from the point of view of someone who had never been there before, but ultimately struggled.

I also visited the tourist information centre and collected all of the relevant fliers, leaflets and booklets that they had to inform the way I approached the rebrand and organised all of the information that would be necessary to a tourist.

Andrea Hannah Cooper - OUGD603 Extended Practice 2014

Contextual Research

Brief #5 - City of Copenhagen

Self initiated branding brief

Contextual research While I undertook primary research in Copenhagen, I also explored a large amount of contextual research to gain an understanding of how cities brand themselves. Through this research I discovered that the majority of city branding or city tourism brandings used a play on words associated with the name of the city to give it a unique brand. This informed the way I

approached the logo and brand identity. As I had decided to design an app within the brand, I also researched into app design, particularly existing tourism apps, and this led me onto looking into iconography and how this can be used to promote a city brand.

Andrea Hannah Cooper - OUGD603 Extended Practice 2014

Design Development

Brief #5 - City of Copenhagen

Colour scheme -

Initial design development The current official tourism brand for the city of Copenhagen is shown on their website and print collateral in English, but which it is also adaptable to the language of different visitors. In some ways, this detracts from the tourists experience of Copenhagen so the new rebrand would see the name being changed into Danish. The majority of tourists aim to learn a few words and phrases in the language of the country they are visiting and as Danish is only spoken by a small number of people world wide, it is one of the things that tourists get to experience when in Copenhagen.

Self initiated branding brief

The name change from ‘Visit Copenhagen’ to ‘Besøg København’ is a way of connecting with visitors and gives the tourist amusement as they attempt to perfect the pronunciation.

After deciding on this name change, I explored a few different rough logo ideas based around the ‘Ø’ which appears in both words of the name, before deciding that as I was trying to promote the Copenhagen experience from the eyes of a local, the brand logo should be a pair of glasses.

The extensive colour scheme where each colour has a different usage and applications, was all picked out of images of buildings in Copenhagen, which are known for being bright and colourful.

This way of choosing the colour scheme and the logo which symbolises seeing the city through the eyes of a local promote the concept of the rebrand and the products associated to it.

Andrea Hannah Cooper - OUGD603 Extended Practice 2014

Printed Brand Guidelines

Brief #5 - City of Copenhagen

Self initiated branding brief

Brand guidelines After creating a coporate set of brand guidelines, I printed them as a free standing flip chart which could be placed on the desk of the designer.

Andrea Hannah Cooper - OUGD603 Extended Practice 2014

Iconography

Brief #5 - City of Copenhagen

Things to see & do

Recommendations

Trip planner & virtual tour guide

Transport & directions

Self initiated branding brief

Creating icons The contextual research I undertook led me to look at iconography and its uses within digital design. I produced 4 sets of icons for use across the whole brand, particularly the app and website.

Each set is colour coded within the colour scheme set out in the brand guidelines and each set also has a main icon which is inspired by the Besøg København logo to tie the icons to the brand. The iconography has influenced a large amount of the website and app structures and has dictated a significant amount of the design direction for these.

Andrea Hannah Cooper - OUGD603 Extended Practice 2014

Tour Guide App & Walk Through Video

Brief #5 - City of Copenhagen

App storyboard -

Walk through video -

There are two main purposes to the Besøg København app; firstly, introducing tourists to things to see and do, and recommendations from locals, and secondly, the trip planner and virtual tourguide sections.

As a way of presenting the app concept, I decided to attempt to use After Effects for the first time to put together a promotional explanation video for the tour guide app. The video shows a walk through of a user exploring the different menus of local recommendations, before building a basic custom itinerary of what they want to see and do in Copenhagen. The app then generates the itinerary and the user demonstrates how a tourist would use it to guide themself through the city.

Self initiated branding brief

Andrea Hannah Cooper - OUGD603 Extended Practice 2014

Tour Guide App - Virtual Tour Guide

Brief #5 - City of Copenhagen

Self initiated branding brief

Virtual tourguide The main function of the Besøg København app is for it to act as a tour guide for exploring the city how like a local. Tourists can build custom itineraries and the app would walk them through each place they visit, giving them new directions to their next destination every time they check in at a location. The use of augmented reality would allow the tourist to scan their surroundings

for the app to determine their location and then either give them customised directions from their current location to their next destination, or pop ups would give the tourist the chance to discover more information about things around them.

Andrea Hannah Cooper - OUGD603 Extended Practice 2014

Virtual Wayfinding

Brief #5 - City of Copenhagen

Self initiated branding brief

Wayfinding To fit with the Besøg København brand and its promotion, wayfinding advertisements would be put up around the city which when scanned within the app would allow the tourist to check in at that location. The wayfinding also works towards both locals and tourists who choose not to use the app as it is a more obvious way of directing visitors around the city than street names in Copenhagen which are often high up and difficult to see.

Andrea Hannah Cooper - OUGD603 Extended Practice 2014

Tourism Website Design

Brief #5 - City of Copenhagen

Self initiated branding brief

Website The website for the brand features similar content to the mobile app, where the user can view recommendations from locals, and also build and sync itinieraries from their computer to their phone. An additional section of the website is the route planner which the tourist can use to discover directions from one location to another.

Andrea Hannah Cooper - OUGD603 Extended Practice 2014

Tourism Souvenirs

Brief #5 - City of Copenhagen

Self initiated branding brief

Souvenirs An important extension and application of the brand is products for the tourism souvenir sector. This further promotes the brand and is an essential part of any city or country tourism branding.

Andrea Hannah Cooper - OUGD603 Extended Practice 2014

Advertising - Idents

Brief #5 - City of Copenhagen

Self initiated branding brief

Idents Due to the fact a large amount of this brief is digital work, I also felt it relevant to look into advertising digitally and therefore created two short idents that could be used online, on television and on digital billboards. Both idents feature an image of Copenhagen moving and transitioning into the logo and a tagline.

Andrea Hannah Cooper - OUGD603 Extended Practice 2014

Advertising - Print

Brief #5 - City of Copenhagen

Self initiated branding brief

Print advertising Print advertising was the final feature of the brief which adds another method of delivery of the brand. I also decided to push the concept of experiencing the city as locals do further by including photography of ‘local Copenhagen’.

Andrea Hannah Cooper - OUGD603 Extended Practice 2014