Rebranding Camberwell Green by Alexandra Clifton-Astley

Rebranding Camberwell Green Alexandra Clifton-Astley June 2010 Final Major Project

Contents Where this all started

3 What I learned from other places

The Truth about Camberwell Green

16 17 18 30

Camberwell Green Well Camberwell Beauty Camberwell Green Today My Camberwell Green

Camberwell Green: whatâ&#x20AC;&#x2122;s the idea The Website What I have learned and what Iâ&#x20AC;&#x2122;d like to happen now

31 40 56

Where this all started My interest in branding started from a placement I did at Interbrand before I began my graphic design course. That interest has grown during my course and over this time I have been getting a better understanding of the role of design within branding. My particular interest is now in creating brand identities and communications for organisations and products of all kinds. For my final major project on my Foundation course in Art and Design at Chelsea I dissected a week in my life (‘Take My Life To Pieces’) and gave it a look and feel – almost as a personal brand in its own right. Then for my second year doing Graphic Communications at LCC I branded an outdoors clothing and equipment company named “Field”. Then also from placements at Wolff Olins and Landor I got an even better insight into how to create and maintain a brand from start to finish, and in the real world, which greatly broadened my knowledge on the area. And I loved the work! That is why I decided to try to bring all of these experiences and knowledge together in this project, in a different and important area for of branding today - place branding. Having found that the best work comes from doing something you can put your heart (as well as your head!) into, I decided to try re-brand Camberwell Green. I have lived there for three years now and have grown to love the area. However, from lots of conversations with friends and acquaintances, I have come to realise that the area is not fully appreciated for all its qualities by many people – including its current residents. It’s obviously important to Camberwell Green’s prosperity and atmosphere that people think Camberwell Green is a good place to be, and feel good about where they live. So, I’ve set out to try and revamp the area’s identity and get people to look at the area with fresh eyes.

What I learned from other places I’ve looked at a variety of place branding exercises, and tried to learn some lessons from what’s worked and not. Obviously, branding a place can be much harder than a product. With a place, there are so many factors to take into account. Since branding is so much more than just a logo, you obviously have to think about style of buildings, shops, types of street and signage, green and built up places, history, diversity of people, transport. And of course, about compelling communications to get people’s attention. Just to pick out a few…. New York Amsterdam Glasgow There are some truly famous city branding examples, like New York and Glasgow, and more recently Amsterdam. All have identified a truth about the cities they represent, and are clear and distinctive visual identities. New York inspires love and passion in people, Glasgow used an iconic symbol to present friendliness, and Amsterdam is a place for free-thinking individuals.

Edinburgh To look at one in more detail, Edinburgh recently developed a new brand identity. The Council there had decided that the image of Edinburgh was not as strong or consistent as they felt it needed to be in order to attract international investment and tourism and that, while many residents and students felt that Edinburgh was a nice place to live, they did not always appreciate how important Edinburgh was either in terms of history, or in terms of a place to stay and work throughout their career. The branding had to find the most compelling truths about the city, and find a graphic way to tell the story. The brand identity reflects the truth that Edinburgh has been the source and inspiration for so many world changing people and ideas (illustrated by the lines spreading from the ‘E’) and also echoes the bridges and hills around the city. The line ‘Inspiring Capital’ reminds people that Edinburgh is indeed an important capital city and is inspirational, practically and emotionally.

Marylebone Village Marylebone Village is a bit closer to home, and seems to me a very good example of how an area has created an attractive identity and distinctive look and feel. It also uses the identity in a variety of ways, and for local events and businesses ( nice ecocarrier bags, for example!) There are very few examples like this of London areas which have tried and succeeded in developing a strong place brand. Even though there are very distinct areas of London which have strong associations (like Portobello, Soho, Covent Garden, Theatreland, etc), few are (or have needed to be) managed like brands in their own right. New developments or areas of regeneration have been better at this, as they will have had budgets to attract new residents and businesses (like Borough Market, for example.) Most areas, however, have websites and online community guides which highlight shopping, eating, things to do and so on. These vary a lot in quality and design values, as a look at the examples will show.

Carnaby, London This is a very simple website for such an iconic and significant part of London. It has a very limited colour palette, and feels very functional – although it obviously displays all the information a visitor might need, it doesn’t really give an exciting impression of Carnaby Street generally, and doesn’t really have a strong brand feel. The signage at Carnaby Street is also fairly functional and doesn’t make the most of the brand potential that it has.

King’s Cross, London The King’s Cross area has a lot of development going on, and definitely has potential to feel like a better branded place. The way it is currently being presented does not do justice to this. Not only does it not have a brand idea at the moment, the website looks rather amateurish – there is no real hierarchy to the information, and you don’t know where to look or click. Also, the strong colours overpower rather than frame the other content and don’t give the site room to breathe.

Muswell Hill, London Muswell Hill is a well known and popular area of London, but clearly does not feel the need to do much in terms of a quality brand feel to its local community website. I would assume that there is no-one really in charge of the way the area presents itself overall, and this web site gives just the basic information â&#x20AC;&#x201C; and not even in an aesthetically pleasing way. The site is squeezed and the colour palette dark and dull. Then all of the pages this links to are mainly in a completely different format, so altogether a real mess and hardly a good advertisement for Muswell Hill.

So many of the same ideas... Clearly, there are several marks and collections which have similar characteristics to each other. Some of these similarities are deliberate, to create a united feel to neighbouring areas (like Barnes and Richmond). But others are rather predictable - how easy is it to take a London road sign, place the area name in it and say there you go! It is a nice idea, but very overdone and so loses impact and distinctiveness for a particular place. There is also a tendency to ‘add a big letter’, or one bold colour. While this at least helps with design aesthetics and a more professional look, it does not usually get to the heart of what the special ‘brand truth’ of the place may be.

...and how about adding some green? London is obviously a very green city in comparison with most of the world’s cities, and it is an important part of people’s quality of life. Many area identities just add a picture from nature or some green to be associated with green spaces. These associations may well be true, but again, hardly distinctive in themselves. For some areas, presenting green associations looks like ‘greenwashing’, where an organisation wants to be seen as being environmentally sound when really it is just so that they are seen to be current with today’s issues. Green is good, but only when used appropriately, or in a distinctive way!

Other local community logos and websites I have looked at a whole range of other community logos and websites, both from London and from where my family live – and here are the range of examples. From a visual perspective, I have learned to be determined to find a distinctive look and feel, which fits with and does justice to an area.

Above all, it has become very clear to me that there is real potential in creating a strong brand idea for Camberwell Green, to use on many levels, physically and virtually, and which brings to life a real truth and story about the place that makes it special. It’s something I feel very strongly about personally!

What’s clear from almost all these examples is that, not only is there very different levels of investment in the quality of graphics and website production, but also that there is a world of difference between even an interesting and useful community website and a place brand idea…

The truth about Camberwell Green… So, I set out to find out as much as I could about Camberwell Green. About its history, what residents and people outside of the area think about it, and to explore all the things that make it special and different.

The History of Camberwell Green My first port of call was the local history library, where I looked at most of the printed books on the history of the area…: …and the pamphlets and periodicals produced by local organizations… …an extensive run of directories… ….on microfilm, local newspapers from 1856 to the present… …press cuttings and ephemera… …illustrations.. …maps… ….videos, tapes and CD roms… ..and family histories. I certainly had no idea about how interesting and rich the history and heritage of Camberwell Green has been. It has provided some great stories and references, and absolutely confirmed that Camberwell Green deserves a higher profile today. All the way back in time, it has been a vibrant hub, with tram lines and trading. It also deserves to have this information more readily accessible, to make people living here today appreciate the history of the area more deeply.

c.1900 c.1979

Camberwell Grove,1776

c.1979

c.1900

1976

Camberwell Green Well It has long been noted that Camberwell, like many other districts in London, is named after a well. In the case of Camberwell, tradition has it that the original well was in Grove Park, off Camberwell Grove. This photo of the well is thought to have been taken in 1892 shortly before it was demolished. It is not clear when it was captioned but notice how ‘Camber’ and ‘Well’ are separate words.

http://www.johnchaple.co.uk/camberswell

Some history books have claimed that “camber”’ meant crooked and that water from the Camber Well could cure “crippled or crooked people”. Another theory is that the well was named after Prince Camber, son of Brutus of Troy who according to legend was the founder of London. http://www.telegraph.co.uk/news/uknews/5394738/Ancient-well-that-gave-name-toCamberwell-unearthed.html

Again, all pointing to Camberwell being an interesting and important place. A hub, a source and a naturally healing place, perhaps, too.

Camberwell Beauty On one of my walks around photographing the area, I remembered being told about the Butterfly Walk shopping centre. There are also almost unnoticed little butterfly symbols in the corner of some of the official road route signage. The story of the ‘Camberwell Beauty’ was particularly interesting, as I’ll discuss in the creative development section next.

“Camberwell Beauty” Butterfly

Camberwell Green today I do like to get really involved with any subject I’m working on, and to try to look at everything that’s going on and that’s good about what’s currently been done so that I both get a wide range of knowledge and inspiration – and also, try not to repeat what’s been done before. I found that a good way of getting a better feeling of the area was just to walk around it and take photographs of anything that caught my eye. I did this on several occasions and you can find the photographs I took on the following pages.

Camberwell Church Street, SE5 Camberwell Church Street, which is the main commercial area of Camberwell Green, has very individual and diverse shop fronts, and although most do not exactly follow professional or conventional “good design” guidelines, they certainly have bags of character, which helps to make Camberwell Green the place that it is. They feel very ‘real’: kebab shops, corner shops, dry cleaners, and barber shops for example. The typefaces of the area also differ greatly, which adds to its visual character and diversity. Many might say that it adds to the ‘mess’ of the area too – another way of looking at it! However, I would still say, it provides vibrancy and colour, unlike some other high streets which have ‘cloned’ store fronts that all look the same. To me that is rather boring, and boring is not what Camberwell Green is at all.. I was so inspired by this diversity, that I decided to symbolise this aspect of the place by taking a selection of the typefaces on offer and using some of the letters to spell out ‘Camberwell Green.’ It also starts to create a useful and more consistent colour palette. A lot of blues and greens can be seen, showing that there are some common themes through all of the differences!

http://www.londonshopfronts.com/tagged/Camberwell_Church_Street 23

360o visuals of Camberwell Green To get a real overview of the Green and to capture an overall impression, I decided to create a couple of 360 degree stitched photographs . In the top series of photographs I like the impact that is created by the greenness of the grass. All this has really reinforced to me that ‘Green’ is a very important truth about Camberwell – on every level. The challenge will be to use this in a different and distinctive way.

Camberwell Green at night I find that in most places the feel and character of an area changes quite a lot when it gets dark. In Camberwell Green the Green becomes lit up by fairy lights and lamp posts, and the place seems calmer and â&#x20AC;&#x2DC;coolerâ&#x20AC;&#x2122;, even if there is still a buzzing social scene going on.

CamberwellOnline Blog I am clearly not alone in my motivation to make Camberwell generally better known and appreciated. The Camberwell Online website has been created by a student, who brings forward the issues in the area, and goes about trying to sort them out. The big issue at the moment, from her perspective, is bringing back a cinema to the area, which other members of the local community have also got involved with.

Website Links Collated As a final observation and learning exercise, I took a selection of links from a number of different community websites and pasted them into the â&#x20AC;&#x153;Wordleâ&#x20AC;? website, in order to see which were the most common links. This has been useful to see what most website designers think local people will be interested in.

So, what makes Camberwell Green such a good place to live today? Looking at the official descriptions about Camberwell… ”..is a diverse and vibrant area, with both a village and urban feel to it. The creative scene varies from grassroots and community, to postgraduate academic, from visual, to live music, with great food and green spaces making it all the more attractive”. (http://www.southwark.gov.uk/info/200130/camberwell) ”A diverse and friendly community” ”An area enriched by its wealth of artists, galleries, exhibition and performance venues and festivals” ”Home to world famous institutions such as the Camberwell Arts College and Kings College Hospital” ”Camberwell Leisure Centre - a stunning Victorian building” ”Housing which ranges from Victorian villas to pre- and post-war estates”

I also did some research into what other residents found good about the place... “I definitely agree that Camberwell is on the up, even if it will become yuppified sometime in the near future. I have only been living here a year but I love the area. Church Street has some really nice pubs/bars/delis, all of which are independent, adding to its character. Population is a real mix of young professionals, arty types, immigrants and a few nutters. Put it this way – you’ll never be short of entertainment in this area!” “We moved to Camberwell eighteen months ago and are very happy that we did...We have all that we need within walking distance and new pubs and restaurants appearing regularly. Easy to get into the centre of London and lots of green spaces.” “In the last 12 months that I have lived here more than 5 restaurants have either opened or been completely renovated. Redstar, Babushka and Funky Monkey have all opened in the last 18 months which makes the area a joy to go out in at night. All of these bars are open until 2.00am. Definitely an area which has potential, only being 10 minutes from the City and Victoria; all we need now is a tube line.” http://www.findaproperty.com/wordonthestreet.aspx?edid=00&salerent=0&areaid=0423

”Parks and green spaces such as Brunswick Park, Camberwell Green, Lucas Gardens, Ruskin Park” And…

All of this struck a real chord with me, and matched what it is that my friends and I love about it personally.

”Leafy Camberwell Green lies at Camberwell’s heart” (http://www.southwark.gov.uk/info/200130/camberwell/1445/ whats_so_great_about_camberwell)

Other online sources I have looked at... The people: http://www.southwark.gov.uk/info/200130/camberwell/1445/whats_so_great_ about_camberwell The History: http://www.southwark.gov.uk/info/200130/camberwell/325/camberwell-the_place Enterprising: http://www.southwark.gov.uk/info/200130/camberwell/294/enterprising_camberwell Looking after Camberwell: http://www.southwark.gov.uk/info/200130/camberwell/298/looking_ after_camberwell Out and About in Camberwell: http://www.southwark.gov.uk/info/200130/camberwell/752/out_and_about _in_camberwell The Arts in Camberwell : http://www.southwark.gov.uk/info/200130/camberwell/291/the_arts_in_camberwell http://moderngov.southwarksites.com/mgCommitteeDetails.aspx?ID=175 http://www.southlondonpress.co.uk/tn/News.cfm?id=13871&headline=Boost%20for%20Camberwell%20 Leisure%20Centre

My Camberwell Green Lots of diverse restaurants (Chinese, Indian, Italian, Greek etc) - cosmopolitan

My Camberwell Green

Lots of individual and independent shops – a unique feel, with lots of friendly energy Up and coming arts and bar scene – great social scene, but with an edge Good bus links – a real hub (but pity there is no tube) Relatively inexpensive to live – accessible for all Close to several colleges – lively student life Everything you need in a small area – a complete offer Bubble – an interesting time and space in itself Vibrant community life That fantastic and interesting history The intriguing Butterfly story The Green! So, lots of things to be able to say about Camberwell Green. But I want to do it justice by developing a brand idea that reflects its unique character, and that builds from its interesting past, as well as reflecting the lively and vibrant place it is today. My learning from other place brand exercises, and from other people’s efforts on community information work, is how important it is to have a distinct idea and visual identity that can be expressed in lots of different ways, to reflect an important and interesting truth about the place, and which has clear and appealing aesthetics to draw people in.

For Food: Morrisons Cruson Camberwell Superstore Take-out: Safa Eat out:

Carravaggio Vineyard Angels and Gypsies Noodels City (sic!)

Drinking:

Funky Munky The Tiger The Castle Hermit’s Cave

Beauty:

Superdrug Head 2 Toe Headnizm

Camberwell Green: what’s the idea? Based on my research of the area, past and present, I explored several design routes, eventually reducing them down to three which I then decided to research with members of the local community to get their views on which they liked and disliked, and which, hopefully they liked best.

Three routes - “Camberwell Green Illustrated” - “The Camberwell Green, Green” - “Camberwell Beauty”

Idea 1: “Camberwell Illustrated” I love illustration, and have used line drawings a lot in my placements. I have been told they can provide a unique and individual feel. I have found that the dictionary definition of the word ‘illustrate’ suggests shedding light on something, and that’s obviously what any brand idea should try and do! I have done a few different types of illustration, one of which aims to give an outline of shapes, and the other picking up more detail. I must say, I do like this “look.” I think it has a sense of movement and personality to it as well as being quite distinctive. I certainly haven’t come across anything similar in my research to date into other city and community websites.

CAMBERWELL GREEN

Idea 2: “The Camberwell Green, Green” Another possible route I have looked at is a logo inspired by the focal point of Camberwell Green - namely the Green itself. I have tried to capture a stylised bird’s eye view of the location and added some trees to provide some extra definition and interest. I quite like the quirky feel it provides, but it also feels a little constraining. All in all, is not easy to imagine how this might be translated into a multi faceted brand identity, across a a range of applications, compared to the previous, more conventionally illustrated approach.

Camberwell Green

Camberwell Green 34

Idea 3: “Camberwell Beauty” As I mentioned earlier, I did get particularly interested in the story of the ‘Camberwell Beauty’ butterfly. As it happens it is already being used in the area subtly - on a few road signs in the Camberwell area. “The Aurelian” by Moses Harris, published in 1766, gives this butterfly the name “The Grand Surprise” or “Camberwell Beauty”, based on 2 individuals that were caught in Cold Harbour Lane near Camberwell in 1748. This was when Camberwell was a country Parish so in a way it kind of provides an echo to the area’s greener more rural past as well as being a symbol of regeneration and new beginnings. This seems fitting as symbol for the fast - evolving nature of the area today. More importantly, I think if I simplified and stripped it back to its basic form, it would make a very striking, and flexible platform on which to build the area’s new identity. This is my favourite of the three routes, as it manages to combine both the history of the area and provides the basis for a distinctive new look that you would not automatically associate with Camberwell Green.

CAMBERWELL GREEN

What the people of Camberwell Green thought So that’s what I thought. But would the people of Camberwell Green agree with me? To find out I conducted a simple street survey, using the symbols to the right as stimulus material, asking them which of the three visuals they thought best represented the area as well as the colours they thought were the most appropriate. Of the three devices, the “Butterfly” was the most popular, even though only a few of the participants were aware of the story of the Camberwell Beauty. When people were told about it, they were interested in the story, so it could do with some explanation in the overall communications programme. But it would be worth it! The numbers shown next to each of the symbols and the colours represent the number of people who liked them the best. The combination that was most preferred was the butterfly device and the olive shade of green.

I was delighted that my fellow Camberwell Greeners agreed with me on the route that was best to follow. From my perspective it ticked almost all the boxes. For a few it was already a symbol that was strongly rooted to the area’s past. More importantly, in design terms I thought it could be a strong and ready made graphic device that could be adapted to incorporate the wide variety of different messages that an effective place - branding programme would require.

17 The Green

Camberwell Beauty

Illustration 1

2 36

Developing the device Having settled on the â&#x20AC;&#x153;butterflyâ&#x20AC;? as the best of the three basic devices, I then started to experiment with how this could be developed further into not just a workable logo but the basis for a complete visual identity. I first looked at how the device might work when used as a mask for a photographic image rather than a solid colour block, and then built on that further by using the combination of the two as the back-drop for a sample community message.

Ever thought of being a community volunteer? See online for details of how you could help. www.camberwellGreen.co.uk

Adding a campaign element I then started to think about other community-minded ways in which the identity could be used in the local area. One thing that struck me in researching some of the more successful city rebranding exercises was how they incorporated a campaigning theme into the heart of their communication programmes, providing an anchor-point for their overall identities. I thought that this could be something that could be used successfully in the context of Camberwell Green too. For example, in my initial proposal for the project, I came up with the idea of “Let’s Make Camberwell Greener”, a campaign to unite the local community behind an initiative to “greenify” the area both literally (through planting more trees, flowers and shrubs – publically and privately) and environmentally, through reducing and removing rubbish and waste. This could also be used to recruit a group of community volunteers or a variety of purposes – perhaps behind the slogan, “I’m a Camberwell Greener.” This also works with the new Government’s interest in the “Big Society.”

Let’s Make Camberwell Greener

We are proud Camberwell Greeners. Are you?

Find out what is happening in Camberwell Green at CamberwellGreen.co.uk

We are proud Camberwell Greeners. Are you?

Find out what is happening in Camberwell Green at CamberwellGreen.co.uk

Central to any modern-day communications exercise is, of course, a digital platform, particularly in order to communicate with younger people and users of social media. So I next turned to how the “butterfly” device could be used as the framework for a new website for the area. I experimented first with using the butterfly outline as a strict framework for all the information the site would contain. This produced some interesting designs in purely graphical terms, but it did feel as though the constraints involved in keeping all of the action area within the outline of the butterfly significantly limited the amount of information that could be carried on any one screen. What’s more the visual impact of the butterfly device often seemed to fight with the other visual elements (such as the background and foreground images) that were needed to make the screen more interesting and appealing. I tried various different approaches, from designs that were mainly text based to ones that were a mixture of text and images. I felt that the all text or mainly text based designs worked best in terms of overall visual impact, but they also suffered in terms of their practicality and appeal (ie in how much they would make you want to get involved with the site). I therefore tried a couple of alternative approaches which avoided the potential limitations of the butterfly mask. The first using the butterfly device as a simple “ghost” image behind an otherwise unlimited action area. And the second, going back to a more conventional (and more user-friendly?) lay-out. In this a number of smaller versions of the butterfly device were incorporated as part of the decoration and branding of the site.

Camberwell Green

The website

Home

Local Announcements

About

Camberwell Cinema Local Politics New Restaurants/Shops

News and Events People Restaurants

Forthcoming Events South London Arts Fair The Green Fair

Shops Services History

Quick Links Southwark Council Local News Camberwell Library People

CAMBERWELL GREEN Home

Local Announcements

About

Camberwell Cinema Local Politics New Restaurants/Shops

News and Events People Restaurants

Forthcoming Events South London Arts Fair The Green Fair

Shops Services History Contact us

Quick Links Southwark Council Local News Camberwell Library People

Camberwell Green

Home About News and Events People Restaurants Shops Services History Contact us

Local Announcements Camberwell Cinema Local Politics New Restaurants/Shops

Forthcoming Events South London Arts Fair The Green Fair

Quick Links Southwark Council Camberwell Library

Local News People

Camberwell Green

Home About News & Events People Restaurants Shops Services History Contact

Local Announcements Camberwell Cinema Local Politics New Restaurants/Shops

Forthcoming Events South London Arts Fair The Green Fair

Quick Links Southwark Council Camberwell Library

Local News People

Camberwell Green

Home About News and Events People Restaurants Shops Services History Contact us

Local Announcements Camberwell Cinema Local Politics New Restaurants/Shops

Forthcoming Events South London Arts Fair The Green Fair

Quick Links Southwark Council Camberwell Library

Local News People

Camberwell Green

Home About News and Events People Restaurants Shops Services History Contact us

Local Announcements Camberwell Cinema Local Politics New Restaurants/Shops

Forthcoming Events South London Arts Fair The Green Fair

Quick Links Southwark Council Camberwell Library

Local News People

Camberwell Green

Home About News and Events People Restaurants Shops Services History Contact us

Local Announcements Camberwell Cinema Local Politics New Restaurants/Shops

Forthcoming Events South London Arts Fair The Green Fair

Quick Links Southwark Council Camberwell Library

Local News People

About

Local Announcements

News and Events

Camberwell Cinema Local Politics New Restaurants/Shops

People Restaurants

Forthcoming Events South London Arts Fair The Green Fair Carols on the Green

Shops Services

Quick Links Southwark Council Local News Camberwell Library People

History

Camberwell Green

Home

Home About

Local Announcements

News and Events

Camberwell Cinema Local Politics New Restaurants/Shops

People Restaurants

Forthcoming Events South London Arts Fair The Green Fair Carols on the Green

Shops Services

Quick Links Southwark Council Local News Camberwell Library People

History Contact us

Camberwell Green Home About

Green Kids

News and Events

Camberwell Cinema Local Politics New Restaurants/Shops

People Restaurants

Special Offers South London Arts Fair The Green Fair Carols on the Green

Shops Services

Green Shoots Southwark Council Local News Camberwell Library People

Home About

Local Announcements

News and Events

Camberwell Cinema Local Politics New Restaurants/Shops

People Restaurants

Forthcoming Events South London Arts Fair The Green Fair Carols on the Green

Shops

History

Services

History

Quick Links Southwark Council Local News Camberwell Library People

Home About News People Restaurants Shop Services History Contact us

Local Announcements Camberwell Cinema Local Politics New Restaurants/Shops

Forthcoming Events South London Arts Fair The Green Fair

Quick Links Southwark Council Camberwell Library

Local News People

Camberwell Green Camberwell Green

Home About News People Restaurants Shop Services History Contact us

Home

Local Announcements Camberwell Cinema Local Politics New Restaurants/Shops

About News & Events People Restaurants

Local Announcements Camberwell Cinema Local Politics New Restaurants/Shops

Forthcoming Events South London Arts Fair The Green Fair

Shops Quick Links

Services History Contact

Southwark Council Camberwell Library

Local News People

Quick Links Southwark Council Camberwell Library

Local News People

Home About News People Restaurants Shop Services History Contact us 47

Camberwell Green

Home

Local Announcements

Forthcoming Events

About

Camberwell Cinema Local Politics New Restaurants/Shops

South London Arts Fair The Green Fair

News & Events People Restaurants Shops Services History Contact

Quick Links Southwark Council Camberwell Library Camberwell Online Blog SE5 Forum

Camberwell Green

I think both routes have their advantages and disadvantages and I would like to continue working on both to see which will prove the more effective in the end. If I had to choose one right now I guess I would play â&#x20AC;&#x153;safeâ&#x20AC;? and choose the designs on the previous page and opposite here.

Home

Camberwell Green

Having experimented with alternative home pages for the site I then looked at how the following pages might also look.

Home

About News & Events People Restaurants Shops Services History Contact

Restaurant of the week Caravaggio Amazing Italian food, and verywell priced! Ut aliquis at. Duipit, quat. Ut vullaor amet dolore enit at am, venis nosto conum estisi.Ulputpat, quisl ea cortionulput nullum eumsandip et, quipsum dunt nit, consectet wisl utpatum quisit velisi eum ipisci esequis non utpatem zzriustieRiustrud eu feu feugue tat, quisis nit utet ad tem vero consent autpat ipit, quamconsecte dignisi blan henim delisci et alit, commy nullummolut wis duisi bla facil ut auguer sumsand ipismod oloborperat veliquam, veraestrud tis nit lumsan heniat. Essequamet utat alit augiam, commy nosto doloborer iriureet wismolor sismolo rerciliquisi eugue mincilla core conulla facinci bla facipis do od tis nulla facipit, consequipit iure exer suscilis nulput eum

Camberwell Green, 1776 In this Isl digna feui tem et nis dolent ipsum zzrit nulpute dionse dolobor suscinit alismol ortionumsan el ese feugueros nibh el in ute ex eugait nullan venim zzrillutpat, sendigna adipisisi ea feuguer iliquat. Ex euisi. Rud tie consed erostrud modolor si blaortion u

I think that all of the different web designs would benefit from the use of animation and movement for the butterfly/butterflies when they are actually translated onto a real web platform. It might be a nice idea, for example, to have a pupa as the flat image you come to when you first arrive on the site, which could load, once clicked, into a moving butterfly or butterflies as the home page opens fully. Unfortunately, the â&#x20AC;&#x153;camberwellgreen.co.ukâ&#x20AC;? domain name is already taken. As an alternative, I think that www.camberwellgreenbeauty.co.uk might work well. It obviously has the disadvantage of being rather longer than I would want for a web address, but I think this is compensated for by the memorability of the name and the added link that it provides to the overall identity of the brand.

www.camberwellgreenbeauty.co.uk 50

Camberwell Beauty Awards What often happens in design is that one idea leads to another. Having come up with the idea of camberwellgreenbeauty for the web-site this gave me the idea of creating an award scheme as another element of the rebranding programme – “The CamberwellGreen Beauty Awards.” Basically, it would be an award scheme for the most popular pubs, restaurants and shops in the area. It could be a very good way of drumming up local publicity for the businesses involved, winning both business and public interest in turn for the overall communications exercise and brand platform. I recently saw that some communities and independent shops have been creating their own local currencies which local people use to cross promote local trade and to keep money circulating in the local area. Therefore I have created something similar for Camberwell Green. I particularly like the double meaning in “Green pound” for the area.

Pub of the Year

Shop of the Year

2010

£1

One Camberwell Green Pound

£1

One Camberwell Green Pound

Accepted in this store 51

Buses Once you get going, the possible applications are endless. One of the things that Camberwell is most known for a) not having a tube station and b) the fantastic number of buses that go to and from the Green to all corners of London pretty much every few minutes of the day. Hereâ&#x20AC;&#x2122;s an idea of how I could incorporate the butterfly branding device into a simplified design of even the basic bus map.

168

171 12

68 45

142

345 40

176 17

468 35

And we mustnâ&#x20AC;&#x2122;t forget T shirts of course...

Or park signs or even waste-binsâ&#x20AC;Ś

Christmas on the Green We could even get Christmas into the rebranding idea, with a special Christmas tree on the Green through December with a sparkling butterfly on its top. Plus carols, of course!

Carols on the Green Tuesday Dec 21st, 7-8pm

What I’ve learned and what I’d like to happen now I’ve had a lot of fun doing this project, and it has been great doing all the background research and conducting the survey. I’ve learned that it’s important to explore the background and history of any subject, and also to look at what else is out there – this is both good for stimulating ideas that have real relevance, and also you can learn how to avoid the obvious pitfalls and overdone routes. Or, at least know how to use information in a new and distinctive way! In place branding, I have also seen that there is a world of difference between ‘doing a community website’ that tries to represent community interests, even in a reasonably aesthetically appealing way, and creating a living brand idea that could be used everywhere and tries to tell a coherent story about a place. And above all, I have learned that it is important to feel a personal connection, even passion for the subject, or to try and find that in any project. Hopefully, genuine enthusiasm for an idea can be infectious! I hope this works isn my discussions with the local Council, too... Camberwell Green, 1776