MODULE ASSESSMENT BRIEF
LEEDS COLLEGE OF ART
Programme Title: BA (Hons) Graphic Design
Level: 6
Module Title: Extended Practice
Module Code: OUGD603
Brief Title: It’s Liverpool
Module Leader/Tutors: Amber Smith,
Collab w / Uniform Design Agency
Andy Lodge, Simon Harrison, Phil M
Module Credits: 60
Weighting of Brief within Module: 100%
Context Uniform are a Brand & Communications Agency based in Liverpool who are looking to set up an ongoing Brief with myself as part of an ongoing Internship before I graduate on the course. Uniform deal with various clients, some of which are on an ongoing and returning contract and client list. I will be closely working with Uniform, meeting up regularly for Idea Generation and Critique Sessions. It’s Liverpool is the brand campaign for the city of Liverpool. It deals with promoting the city to various different sectors including business, research, education, health, music, art, culture and sport. The brand is applied to almost all events and activities within the Merseyside Borough, and the Monthly Magazine (It’s) and Website are there for Promotion of the City and ‘what’s going on’.
Brief The Brief is to Rebrand ‘It’s Liverpool’. The current branding is very corporate and almost non-existent. The logo is a very lazy use of Helvetica and the whole campaign is very business like in structure and a little bit dry when trying to reach out to other sectors. The challenge is to add some life into the brand in a way which considers all the possible sectors which it feeds into. It needs to be able to work for Business, whilst also working for Art, Cultural, Educational and Historical parts. It needs to appeal to locals as well as tourists and Students. It needs to take parts of Liverpool that are exciting. What’s happening now that’s exciting and what’s happened in the past to make this city one of the best in the World.
Preparation/Research suggestions Consider Audience. There are many different Sectors your working with. You need to Appeal to Students looking to Study there, Local People who live in the area. People who work in the area. Businesses and Corporations looking to hold possible event and conventions there. Musicians and Aritists. Research deeper into the culture and history of Liverpool as well as new and exciting things that are happening right now. How can this be used to Promote the City?
Evidence – for this project students should submit A Branding System and Promotional Campaign, which can be spread across the Borough and the City of Liverpool. This might include Products found all around the city. A Monthly Magazine and Website Proposal. Constant and ongoing Documentation of Research and Process and Production. Concept Generation.
Briefing: Monday 30/09/2013
Deadline: Thursday 22/05/2014