Mayor of London branding pack (sb1)

Within the brief pack, it was mentioned that as the campaign is an open one, that the Mayor of London brand guidelines do not need to be stuck to if it doesn't make creative sense, however i thought it would be useful to look at some of the information provided in the branding pack to get a feel for what i should be considering to communicate.

AMBITIOUS We are bold and forward thinking in our communications. This reflects London’s status as a world leader in arts, culture, science, technology and finance.

AUTHENTIC We show a true London  that Londoners know and connect with.

ENGAGING We always encourage people to get involved. We want to inspire people to take action in our communications.

DIVERSE We reflect a city that is quirky, charming and adaptable –  we celebrate London’s differences.  

Tube posters (sb1)

British artist David Shrigley and London mayor Sadiq Khan have launched a series of artist-designed posters for London's Tube for the #LondonIsOpen campaign, which declare that the city "will not cut itself off from the rest of the world" 

The following posters are a good reference point to see the type of London being depicted by the artists, and what new ideas could be experimented with.

Paul Catherall

Tania Bruguera

David Shrigley

Quentin Blake

Thanks 2016. It's been, weird (sb1)

Spotify's 2016 campaign demonstrates the use of data within creative campaigns.
Spotify searched through the data of their London users and wrote open letters to individuals within the campaigns, they ran 164 unique data stories in the exact neighborhoods where the listeners lived.

The way in which spotify have used real life data, in a humorous way communicates a sense of community within the music platform. It brings together the different people of London, with no indication of race, class, gender or sexuality, making the ad campaign about the real users, for the real users.

#LONDONISOPEN (sb1)

For my main brief during the responsive module i have decided to design for the JCDecaux brief in collaboration with the #londonisopen campaign.
The brief was found on the D&AD website, as part of their 2018 new blood awards.

The brief calls for an innovative campaign to be used throughout the 50 JCDecaux screens on bus shelters up and down Oxford Street.
The campaign should tell a story through the screens, one that shows that London is Open, it should stand out visually and inspire the audience through the simple yet powerful campaign.

The campaign should aim to show that London remains

• entrepreneurial 
• international 
• creative 
• a place of possibilities 
• a place of welcome 
• discrimination is not welcome 
• diverse 
• proud of it's history 
• optimistic 

And as a city that brings together people of every gender, sexuality, age, creed, class, race and from every corner of the globe. 

However the brief specifies that not all of these points need to be touched upon as there are so many, but i should decide what story i want to tell through the screens and make sure that this is clear and relates to the campaign. 

JCDecaux  bring technology and creativity together, with billboards that can draw in / respond to social media posts, or adapt to things like weather, temperature, location, date and time, flight data, and more. It's suggested that i explore the possibilities of incorporation some of these aspects within the designs  in order to connect the people of London. 

Some restrictions of the brief are that all the screens must be static and can't resemble any traffic signs or signals and all designs must stay on the screen for at least 10 seconds.