Sam Cook - Level 06
Brief - 06
OUGD603 - DBA - Capital North
Specifications -
Live Brief set by DBA Collaboration - Beth Dalzell, Victoria Redmond, Danielle Muntyan Brief - 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. Concept - The concept behind the branding focuses on the information revolution. Showing the interlinking cities through the use of chain reactions. Background information - 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. Target audience - There is a large target audience for the branding and campaign. The branding and ephemera should appeal to Businesses, students and tourists on a national and international level.
Sam Cook - Level 06
01/06
OUGD603 - DBA - Capital North
Research -
The research took two different directions. The first was to look in to existing city branding and identity in order to position ‘Capital North’ All of the examples that we found focused heavily on colour to connote the rich and vibrant cities that they represented. The second phase of the research looked in to aesthetic design, focusing particularly on form, colur and shape.
Sam Cook - Level 06
02/06
OUGD603 - DBA - Capital North
Development -
The original concept was focusing on looking at the industrial heritage that all of the cities possessed. Cogs were the visual representation of the industrial cities. However further analysis discovered that cogs have become redundant and the industrial heritage was only the tip of the ice berg that these cities had to offer. The design process then moved on to looking into interlinking and connecting information.
Sam Cook - Level 06
03/06
OUGD603 - DBA - Capital North
Brand Identity -
FACILE SANS
Manchester C=11 M=35 Y=100 K=0
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 .,!%&()-
Hull C=93 M=85 Y=40 K=34
Helvetica
Liverpool C=80 M=16 Y=53 K=0
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 .,!%&()-
Leeds C=47 M=20 Y=6 K=0
Branding guidelines - The importance of the brand is that it should unite the 4 main cities but also represent them as individual entities working together to create something greater. The logo is the design decision that links each of the cities, and colour has been used to separate them. The colours chosen are rich and vibrant to connote the diverse culture of each city. The colours also work together as a set. The sanserif typefaces have been chosen as they are very readable and legible, this means that the design is accessible and caters to people from all walks of live.
Sam Cook - Level 06
04/06
OUGD603 - DBA - Capital North
Products -
The promotional set of posters work as either stand alone designs or as a of the design. Each poster has the same layout with subtle differences in things. The conceptual representation is that they show the logo linking to join two things. Secondly they can represent train journeys. The new train of the capital north brand.
Sam Cook - Level 06
set. This was a defining factor in the success the links. The links can represent a number of the north and how the grid can work together to link being built is a beneficial selling point
05\06
OUGD603 - DBA - Capital North
Products -
The brand identity has been produced on a wide range of media. The breadth of promotional material needed for the promotion and raising awareness of Capital North is very large. The design has been developed in a range of engaging and interesting ways, such as interactive billboard and train liveries.
Sam Cook - Level 06
06/06
OUGD603 - DBA - Capital North