Brief: Redesign the Union Jack in a way that visually communicates a contemporary United Kingdom using simple shapes and a limited colour palette.
Approach: I wanted to communicate a positive side of the UK; traditional seaside holidays. This is where we all hold fond childhood memories of going to the amusement arcades and eating fish and chips on the harbour wall; playing for hours on the beach come rain or shine and building sandcastles; paddling in the sea whilst the adults relax in deckchairs and seeing families shelter behind windbreaks. It's all about spending quality time with our families. When you walk across a UK beach in the peak summer months you'll be greeted with thousands of these brightly coloured, stripey shelters. Windbreaks have to block the forceful gusts typical UK weather has to offer especially at the coast so it could stand for being strong and standing together as one.
