Will Jeffrey
Live Brief_3 DBA
OUGD605
Context
The DBA is the trade association for design in the UK; building the bridge between designers and businesses, and championing effective design. Six memebers from alternative studios came to brief and review a project about improving the transport infrastructure through HS3, connecting Leeds to Manchester, and tapping into the huge potential of the North of England, enabiling it to be a significant economic force it has always promised to be
Brief
Brand the ‘Northern Powerhouse’ and create awareness of it’s many and varied attributes to the rest of the world. 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 name ‘Capital North’ has been selected, combining purpose and place. It’s easy to remember and recall.
Target Audience
EVERYBODY
Deliverables
- Logo - Poster designs - Train Livery - Economic designs - Documentaion in the form of a blog
#01
Initial Research.
Will Jeffrey
Live Brief_3 DBA
The Music
OUGD605
I felt a good place to start was to look into the various cities/nations/places throughout the world that have been re-branded for economic development or tourism to evaluate the approaches that have been taken. I felt this would help to stimulate my thoughts towards how we can approach 'Capital North'.
#02
Direction
Will Jeffrey
Live Brief_3 DBA
More
OUGD605
Initial thoughts into the ‘big idea’ led us to the conclusion that Capital North was a team. We started thinking about what the positives of being a team were. This then led us to the concept 'MORE'. Rather than just one city (London) Capital North is a team of cities. A unified construct that encompasses more. More opportunities; more prospects; more jobs;, more culture; more variety.
#03
Development
Will Jeffrey
Live Brief_3 DBA
More
OUGD605
I further tried to explore the idea of ‘more’ through logo sketches. I really liked the idea of something adaptable but the rest of the team were not so supportive of this.
#04
Research
Will Jeffrey
Live Brief_3 DBA
Event Poster
OUGD605
I started thinking about how we could visualise the concept of ‘more’. I continued looking into adaptable logos but was then led to the idea of 3D work and impossible shapes.
#05
Development
Will Jeffrey
Live Brief_3 DBA
3D
OUGD605
Further exploration into the idea of a 3D construct.
#06
Devlopment
Will Jeffrey
Live Brief_3 DBA
3D Isometric
OUGD605
Experimental sketches using an isometric grid.
#07
Development
Will Jeffrey
Live Brief_3 DBA
Final Varations
OUGD605
These were my final digital logo variations. Unfortunately none of the team wanted to use any of my work.
#08
Research
Will Jeffrey
Envirnoment
Live Brief_3 DBA
After being set the task of developing how the brand works and interacts throughout the environment, I began looking into 3d installation.
Lenticular
OUGD605
I really like the idea of creating a lenticular installation - really represents the idea of more - more than one message or image.
#09
Final Outcome.
Will Jeffrey
Live Brief_3 DBA
Logo Concept
OUGD605
The finalised logo incorporates the letter ‘N’ using an isometric grid to create four shapes within the letter form that represent the 4 cities
#10
Final Outcome.
Will Jeffrey
Live Brief_3 DBA
Pattern
OUGD605
A series of isometric blocks where created to visually represent the concept of building more for the north, the different blocks show diversity and progression
#11
Final Outcome.
Will Jeffrey
Live Brief_3 DBA
OUGD605
Building more, together.
Building more, together.
Building more, together.
Building more, together.
Four cities, one capital. We are the Northern Powerhouse.
Four cities, one capital. We are the Northern Powerhouse.
Four cities, one capital. We are the Northern Powerhouse.
Four cities, one capital. We are the Northern Powerhouse.
www.capitalnorth.co.uk
www.capitalnorth.co.uk
www.capitalnorth.co.uk
Poster Series
www.capitalnorth.co.uk
A series of four posters where created and colour coded to deďŹ ne each city. The poster would be distrbuted around the cities to engage potential visitors and exisiting residents to explore the North of England. The photography in the poster highlights the momuments in each cities so that they are reconisable to the target audience. All the elements of the branding guidlines are incorporated onto the poster for consistency and for impact.
#12
Final Outcome.
Will Jeffrey
Live Brief_3 DBA
Environment
OUGD605
Lenticular billboards will be distrubted around the cities to represent the campaign, the type slowly builds up to reveal the slogan due to the nature of the lenticular process. This links directly to the concept of building more for the North.
#13
Final Outcome.
Will Jeffrey
Live Brief_3 DBA
OUGD605
capitalnorth.co.uk
capitalnorth.co.uk
Hull, Leeds, Liverpool & Manchester
Transport
With the HS3 being brand new, exclusive train designs have been created to highlight and promote the new travelling facitlity. The brand correlates across the transport to support the campaign imagery and to showcase the new travelling opportunies availble to the North
#14