Danielle Muntyan OUGD603 Extended Practice Brief # 11 DBA - Capital North

The Brief

To brand Northern Powerhouse and create awareness of its many and varied attributes to the rest of the world.

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 cities making up this are Leeds, Liverpool, Manchester and Hull.

Brief Type

Live Brief from DBA (Design Business Association).

Group

Bethany DalzellVictoria RedmondSam Cook

Context & Target Audience

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 powered to be.

Great global cities have many attributes - access to a deep pool of human capital, great jobs and businesses, education, hospitals and culture.

On a global scale northern cities are quite small and have individual strengths but together they have the capacity to ac as a global city.

Although HS3 will not be a reality until 2030, the idea already has significant impetus and the process of connecting the major cities has already begun.

Stakeholders chose the name Capital North combining purpose and place. Everyone is a potential viewer of the campaign and user of the transport system.

Considerations

There are many things to consider with this brief, especially with working in a group. Concept/idea, logo, imagery, typography, execution and deliverables need to be looked into and well thought out to fit the brief, the context, target audience and to achieve full purpose.

When considering final solutions, avoid cliches and stereotypes. Rolling countryside, regional dialects and visual shorthands are not appropriate here. This is not about what its like to be in tNorth, its role is to attract interest and investment to a region with an ambition to create prosperity to rival any economic power.

Solution

As a group we came up with an identity for Capital North whereby the four cities are connected through strong bonds forming one united entity.

Evaluation

I am really pleased with how this brief has been executed, and feel as a group we worked well collectively to make the most out of and learn the most out of the project.

I feel we all took quite a lot on board with this project changing our concept after a week or so in, however feel what we have produced conceptually and visually is something to be proud of as individuals and as a group. It was also a much more different brief to that we would of usually worked with so enjoyed the challenge.

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Danielle Muntyan OUGD603 Extended Practice Brief # 11 DBA - Capital North

Cities and Identities

Initially looking into exisiting branding and identities for different cities worldwide, allowed for ideas and inspiration to flow in regards to concepts, execution, colour and tone. It is important to relate with something the people of the North can connect with, as well as those visiting the cities, as seen with the examples above for Singapore, Madrid and New York. Each takes influence from the landscape, language or culture allowing a personal connection with the target audience.

Contextual Research

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Danielle Muntyan OUGD603 Extended Practice Brief # 11 DBA - Capital North

Logo Development

These show the formation and development building on from the idea of bonds and connecting different pieces of a puzzle almost. This went on to be refined as connecting cities and locations to eventually being simplified and stripped back to form the N which focuses on Capital North. The circles, or dots used for the logo would then go on to form the concept and be adaptable to different medias and execution depending on the need, scale and content needed.

Conceptual Development

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Logo Development

Initially, each city was represented by a circle, which splits across four posters/pages yet when connected form one (also forming the N of the logo keeping in line with the connections).

Further developments were made, allowing for a more visual to take shape, as well as allowing for a dot to dot connecting areas of the North, represented by the N with 4 points for the 4 cities.

Danielle Muntyan OUGD603 Extended Practice Brief # 11 DBA - Capital North

FACILE SANS

a b c d e f g h i j k l m n o p q r s t u v w x y zA B C D E F G H I J K L M N O P Q R S T U V W X Y Z0 1 2 3 4 5 6 7 8 9. , ! % & ( ) -

Helvetica

a b c d e f g h i j k l m n o p q r s t u v w x y zA B C D E F G H I J K L M N O P Q R S T U V W X Y Z0 1 2 3 4 5 6 7 8 9. , ! % & ( ) -

Logo Design

The logo design represents the four cities being connected by bonds to unite as one force or enitity. Each of the four cities, Leeds, Liverpool, Manchester and Hull are represented by one of four circles, connecting to form a N for North also.

Colour

A different colour for each city has been selected, allowing an identity to be created and recognised as seperate places as well as a combined unit. This also adds visual focus allowing for recognition around the North.

Outcome: Logo, Typography and Colour

Typography

Simple yet bold Sans Serif typefaces have been selected for the logo, and typography on promotional materials to ensure that the message can be read and seen at any scale.

ManchesterC=11 M=35 Y=100 K=0

HullC=93 M=85 Y=40 K=34

LiverpoolC=80 M=16 Y=53 K=0

LeedsC=47 M=20 Y=6 K=0

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Danielle Muntyan OUGD603 Extended Practice Brief # 11 DBA - Capital North Outcome: Posters

Posters

A series of posters have been created to showcase each city as its own, as well as apart of a collective Capital North, through the connecting Northern routes shown visually.

Each city is represented by a colour and then highlighted through subsequent typography and a slogan Connecting the North.

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Danielle Muntyan OUGD603 Extended Practice Brief # 11 DBA - Capital North Outcome: Train Livery and Train Stations

Train Livery and Train Stations

The HS2 and HS3 lines are represented through the connecting bonds showcased on the side of the train carriages, representing the connecting cities as the train passes through and people travel.

Promotional posters would also be placed in train stations around the four cities and surrounding areas promoting and showcasing the Capital North.

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Danielle Muntyan OUGD603 Extended Practice Brief # 11 DBA - Capital North Outcome: Lifts and Signage

Train Station Lifts

The lifts in the train stations would showcase a connecting series of dots or bonds, as used for the identity, creating a visual representation and recognition for the viewer and train user associating this with other branding and identity elements seen around the cities.

Environmental Signage

Each city would feature relevant signage promoting Capital North both visually and through the use of the logo and colour schemes previously noted.

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Danielle Muntyan OUGD603 Extended Practice Brief # 11 DBA - Capital North

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Outcome: Promotional Material

Promotional Totes and Postcards

A series of branded tote bags would be given out to promote Capital North not only in Leeds, Liverpool, Manchester and Hull, but in cities users travel to.

Postcards have also been designed to promote each individual city as well as the brand. Free train tickets, food vouchers and local promotions would also be included in the tote bags.