For initial branding research, I decided to look into other branded places to get an idea of what work can be created using the catalyst of a location. I first looked to dn&co, to see how the agency have branded a place in London.
Here East - dn&co
A disruptive brand for a new industry. A spiritual home for modern makers. Bold, flexible and expressive. London's home for making.
The large block colour style of the wayfinding for this project makes the branding extremely recognisable. Using a neutral colour rather than something bright and garish also helps for the viewer to enjoy being in the space which it inhabits. Clean, simple shapes are helpful to again create a recognisable style. I really like this work, and I think my branding for Digbeth could certainly use a similar style and format.
Coal Drops Yard - Droga5
Unique, modern, forward thinking. Builds upon the history of the area and past uses of the building: industrial revolution - artists - warehouse rave parties. Innovation and creativity.
'to consume something fully, you must be fully engaged in the experience. And the experience is everything.’
The branding of Kings Cross’ new shopping centre seems to be popping up all over London, as soon as you enter the area or even open social media this branding is everywhere. It’s clear to see why this campaign has been so successful; bold, brightly coloured shapes and clear location inspiration culminates in a really evocative, eye-catching branding campaign. Martin Parr being responsible for the photography alongside the work is also no surprise it has caught the public’s attention so greatly.
In relation to Digbeth’s branding, Coal Drops Yard shows a really effective way to convey the feeling of a place using simply colour and shape. However successful, the branding is clearly for more of a high end retail customer, rather than the independent creatives that Digbeth fosters. Digbeth feels much more accessible, open and innovative and I want my branding to convey this.
The East Cut - Collins
Place branding simplified even further is seen in The East Cut by Collins.
The East Cut unifies the three distinct downtown San Francisco areas of Transbay, Folsom and Rincon Hill into a single and modern metropolitan community.
The simplicity of these 3 stripes to represent a capital E shape, with boldness to create structural form. I really like the campaign as the meaning and purpose is ambiguous, yet wayfinding and larger environmental graphics make it clear to the viewer that it represents a place.
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