Background

Studio Brief Deliverables

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.

To brand the Northern Powerhouse and create awareness of its 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. Its easy to remember and recall.

In collaboration with Will Jeffery, Roxxie Blackham, Joe Leadbeater and Amy Hil.

Logo.Poster designs.Train Livery.Economic designs.

01 Concept

Considering the name Capital North create a brand identity and concept that highlights the important features of the selected cities and how they have more to offer than what audiences initally think in comparision to the South of England. In representing this the design should communicate the four cities comming together to build more for the North of England,

Logo

A series of logo designs that follow a isometric or geometric format. This influenced the idea of train lines and the concept of more through a 3D perspective.

Poster

Initial research into poster designs that work with goemetric shapes and grids that represents a collection of shapes. This visually influenced the idea that it represents the four cities in the Northern Powerhouse.

Visual Research02

Logo

For initial logo development, the indiviual designs were influenced by the theme of connectivity. This is represented through four links that represent all of the cities that experiment with connecting together to build more.

Colour

Colours for each link where influenced from different mounmental structure within the cities with red highlighting Manchesters infamous football team.

Design Development03

Manchester

Leeds

Liverpool

Hull

Poster

A series of poster designs experimenting with layout, colour and pattern mainting a bold and colourful aesthetic to attract consumers to visit the North.

A progression of colour and pattern was introduced to create a gradual build up to the Capital Norths inital logo to represent the idea of building together.

Typography

The type maintains a clean and simple appraoch for readability with the introduction of coloured type to highlight certain words that connect to the campaign slogan and cities for imapct.

Design Development04

Logo

As the collaborative project progressed the finalised logo incorporates the letter N from the Capital North name using an isometric grid to create four shapes within the letter form the represent the cities.

Pattern

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.

Typography

A personalised typeface was created for the brand with alternating counter points to represent the tracks of a train.

Colour

A series of colours and tints where used for the brand to represent each city, the extensive use of colour was influenced by the momuments in each city and to captivate a bold and engaging aesthetic.

Branding Guidelines05

Poster

A series of four posters where created and colour coded to define each citie. The poster would be distrbuted around the cities to engage potential visitors and exisiting residents to explore the North of England.

Aesthetic

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.

Promotional07

HS3

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.

Aesthetic

The signature pattern works throughout the outside fo the train and would create a mirage of bold colours when the tain is at full speed again to create impact and to impelement the brands aesthetic against other competitors. The build up of colour signifies the idea of more through visually engaging consumers to board the train.

Train Livery08

Wall Installations

Inner city wall instalaitons of type and the branded pattern would work across the citiy to highlight the Capital North campaign. The wall art generates a fresh and young aesthetic attracting a new and upcomming audience to travel to the North.

Lenticular

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.

Economic Design09