Sarah Goldthorpe
DBA Capital North
Brief:
Create a brand for Capital North, the Northern Powerhouse that through the implementation of HS2 and HS3 links 4 cities across the North, to act as a sister Capital to London. Think about how the brand will address everyone; from investors to students to visitors and holidaymakers.
Branding
Concept:
A logo mark , five poster designs, train livery and a selection of environmental designs to communicate the refreshing concept, Less is more, More is North. Separating itself from campaigns that scream ‘we have more’ and instead finding wonderful positives in having less.
01/05
Sarah Goldthorpe
DBA Capital North
Logos
Development was made into the logo, in order to find a visual that was a strong literal symbol of the North, in resolution, a combination of two single logos were chosen that would support the campaign rather than fight it for attention. Experimentation was also undertaken into colour scheme, which was differentiaited half way through the project for fears that it might be too childish.
03/05
Sarah Goldthorpe
DBA Capital North
Logos
The logos are a strong and simple mark that takes on a literal indication of 'North' playing with the visual of a compass point and North pointing arrows.
03/05
Sarah Goldthorpe
DBA Capital North
Posters
A set of five posters were created to communicate positive elements about the North that are less in comparison to other locations. Each slogan is supported by factual information and a corresponding illustration. (Less former, More future - Designed by me)
04/05
Sarah Goldthorpe
DBA Capital North
Branding
The animations provide a further understanding of the brand by taking the still posters and translating them to moving image. The animated format has been created to be shown in cities that have the ability to display moving images in public spaces, such as train stations etc.
05/05