Lizzy Gosney
Brief_07
THE BRIEF
BACKGROUND
Brand the ‘Northern Powerhouse’ and create awareness of it’s many and varied attributes to the rest of the world. Focusing on the name ‘Capital North’.
The government has recently revealed a strategy to develop the North of England as a second economic capital in Britain to redress the economic balance across the country and to compete on the world stage. They are calling this strategy ‘Northern Powerhouse’.
COLLABORATION Lizzy Gosney, Isabel Tanner, Ellen Setterfield, Laura Bruce
DBA/Collaboration
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.
Level 06
Lizzy Gosney
Brief_07
DEVELOPMENT The logo was created around the theme of negative space. This was relevant to the concept of ‘the big idea’, which had been requested from DBA. The design focused on drawing attention to looking up. This focused on the theme of positivity and drawing attention to ‘The North’. The icon was developed first, with the rest of the design to follow.
After carrying out research in to the most effective colours from a selection of teal, yellow, purple or hot pink, the verdict was to go with something in between - maroon. Maroon was the final colour choice due to its hearty feel, but also its connection to nature.
DBA/Collaboarion
Level 06
Lizzy Gosney
Brief_07
DBA/Collaboration
ELLIMINATE THE NEGATIVE. INJECT THE POSITIVE .
POSITIVITY
THE BRIEF The main catchphrase was to ‘Elliminate the negative. Inject the positive. - a powerfun message for everyone to easily understand. Positivity, growth, improvement and gain could all be found up North.
GROWTH
IMPROVEMENT
GAIN
Level 06
Lizzy Gosney
THE BRIEF Four posters were created - one for each of the cities on the HS3 route. They intend to inspire and engage people to look further into the project through the use of bold photography and a largescale inclusion of the Capital North logo. Each of the posters contains a quote from either a current resident of these cities, or someones who was born there.
Brief_07
DBA/Collaboration
Level 06
Lizzy Gosney
POSTERS IN CONTEXT The posters will be placed in urban environments - both in the Northern cities involved, but more importantly; in the South. The main encouragement is aimed towards London so these posters would be seen predominantly around that city.
Brief_07
DBA/Collaboration
Level 06
Lizzy Gosney
TRAIN LIVERY The HS3 train features the Capital North icon on the front, with the full name along the side. The uniform would be a basic white shirt, with the member of staff name badge, along with the Capital North logo.
Brief_07
DBA/Collaboration
Level 06