Brief 5

Daisy Sunshine Conway

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Conceptual & Animation

Brief 5

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The Brief

To brand the ‘Northern Powerhouse’ and create awareness of it’s many and varied attributes to the rest of the world. The four cities that head up the ‘Powerhouse’ will be Liverpool, Manchester, Leeds and Hull which creates a nice neat line across ‘the North’. The name ‘Capital North’ has been selected - combining purpose and place. It’s easy to remember and recall.

Background

The government has recently revealed a strategy to develop the North of England as a second economic capital in Britain. The government believes that, by improving the transport infrastructure through HS3, connecting Leeds to Manchester, and tapping into the huge potential of the North of England, the North will become the globally significant economic force it has always promised to be.

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Daisy Sunshine Conway

Concept and Development

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Playing with the idea of using a red triangle under the ‘N’. This is showing a compass pointing to the North, as if the North is the destination, and somewhere that people are trying to find. This is the message trying to get across with the logo. People are looking for the North, and people should ‘find their way to the North’. Working on the research and development then coming together as a group to work on an overall concept works really well as it generated more ideas within the group.

Conceptual & Animation

Brief 5

The concept that people are trying to find their way up North, and the concept less is more and that the North has less clutter, less people, more opportunities. The Concept for Capital North is to create a brand which shows that the North has its faults and its not quite perfect yet, but it will be in the future and it will be an amazing investment. This concept was made by everyone as a collaborative, the group is Danielle Harrison, Sarah Heal, Sarah Goldthorpe, Melissa Hardcastle, and Daisy Conway(me).

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Daisy Sunshine Conway

Research

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After developing ideas for a concept and brand. The group decided t to try and think about what kind of minimal illustrations will be used for our posters and campaign (Less is More, More is North). Deciding that we will be using minimal vector illustrations the group could then go and start their own posters as discussed.

Conceptual & Animation

Brief 5

Researching into illustration styles and noticing colour schemes. It it important hat when creating a colour scheme for Capital North, that it appeals to the audience, and has a limited palette. This is so it is not too much having loads of colours. Use the some colour with different hues/shades so that it is consistent whilst showing slight detail.

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Daisy Sunshine Conway

Logo

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The logo is quite simple, it is showing the ‘N’ with a compass arrow underneath, this is the icon as well. Having this compass arrow there has an underlying message that people should come to the North, and ‘find their way’ up North. The ‘A’s Capital north are also arrows pointing to the North, this strengthens the brand message.

Conceptual & Animation

Colour Scheme

Brief 5

The colour scheme used throughout consist of 6 different colours, and hues of those colours.

These should be the only colours used in this brand. The colour makes the brand ‘Capital North’ look more professional but still friendly like the North is. This colour scheme reflects the North in a good way and an accurate way for our concept without using greens for the countryside, and making it look professional.

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Daisy Sunshine Conway

Posters

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Every person had their own fact about the North that they found, and created a poster than would demonstrate this in the illustrative style that everyone agreed on. Although the mock ups were done by Sarah Goldthorpe for everyone’s posters. Also almost every person created their own animated version of their poster also for the up and coming cities that have animated posters. Showing that the North is an up and coming place to live, its not quite perfect yet but it’s almost there. This concept runs throughout the brief.

Conceptual & Animation

Jobs

Sarah G - Poster, Animation, Mock Ups Sarah H - Poster, Environmental Application Daisy C - Poster, Animation, Interior Train Livery Melissa H - Poster, Animation, Exterior Train Livery Danielle H - Poster, Animation, Second Animation All - Concept, Research, Presentation

Brief 5

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Daisy Sunshine Conway

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Conceptual & Animation

Brief 5

Espresso

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Train Livery Interior

Creating a brand is all about the detail in the brand. The little things that make a brand what it is. Trains are a huge part of Capital North with the introduction of the HS2 and HS3 train. So it was only right to show how the brand would work on these trains to promote the campaign and brand. The exterior would be branded with the brand colours and the and the logo in an opacity on the side of the train this represents the less is more aspect. While not a detail goes untouched on the train interior to create an exciting and comfortable atmosphere for passengers.

The idea of having a coffee vender on the train is so that the customers are more comfortable and have refreshments on their journey. Because of the HS2 and HS3 trains being so fast and direct, there is a coffee vender so that the customers can take their coffees with them when they leave, as the train won’t take as long as it would without Capital North. It also offers advertising space for deals on the train. The little details are what makes a brand successful, therefore creating a brand with thought behind every decision made is key.