Corporate Identity (Foundation Degree project)

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This brief was set by Pantone as part of D&AD's 2015 New Blood awards.

'The challenge: Reimagine your hometown through a new colour scheme. Think about everything that this identity could include, physical and digital: logo, transport, wayfinding, etc.'

'Your solution should be something that everyone who lives, works, or is part of your hometown can own, adopt and experience, whoever they are.'

For my hometown of Bath, England, I was drawn to the layout of the city centre and the way it resembles an anatomical heart. Focusing on this idea, and taking inspiration from the illustrative maps of Antoine Corbineau, I created the logo above.

My chosen colours were ones I found in photographs of the city. With my palette, I aimed to capture the vibrancy of the city's architecture and lush greenery, as well as its aquatic origins.

I worked with my college tutor to flesh out my concept. The resulting theme was one of healthy living, based around the collection of QR codes at coloured display points (above). This concept encourages walks around the city centre while promoting local businesses through various health-related offers.

Three colour bases are used to signify different promotional categories: outdoor (green), aqua (blue), and bath stone (beige to gold). This covers a variety of offers, ranging from scenic trips to spa sessions and health foods.