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Brief #08 — DBA Capital North

Rinesh Mistry

Context

Target Audience

#01

OUGD603

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’. 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. Great global cities have many attributes - access to a deep pool of human capital, great jobs and businesses. Fast and effective transport connections. Strong universities and hospitals, colleges and schools. They have the entertainment, the green spaces, the housing, culture and sport that makes for a good lifestyle.

Brief

The target audience is very broad - everybody and anybody, in the UK and abroad. We need to spread the word about what a fantastic place this is to do business, to invest in and visit. An area equal to London and major European cities in influence and opportunity.

Deliverables

Extended Practice Submission

To brand the ‘Northern Powerhouse’ and create awareness of it’s many and varied Attributes to the rest of the world. There’s still a lot of uncertainty around the detail of how a ‘Northern Powerhouse’ will manifest itself, however for the moment let’s assume 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 idea requires a name and a brand, so that the world understands that this is a significant single entity. After a ‘consultation process’ with all the key stakeholders the name ‘Capital North’ has been selected - combining purpose and place. It’s easy to remember and recall. This brief was a collaboration with Dan Everitt, Bobby Jones & Tristan Currie. 1 x PDF Presentation of Concept and & Rebrand which included: 1 x Logo and concept design 1 x Poster Design 1 x Extra Deliverable


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