Extended Practice

The Brief 
To brand the 'Northern Powerhouse' and create awareness of it's many and varied attributes to the rest of the world.

There's still a lot of uncertainty around the detail of how a 'Northern Powerhouse' will manifest itself, however for the moment let's assume 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 idea requires a name and a brand, so that the world understands that this is a significant single entity. After a 'consultation process' with all the key stakeholders the name 'Capital North' has been selected - combining purpose and place. It's easy to remember and recall.

This is an identity project, very much about the craft and visual problem solving of design. The brief and name is all sorted so there's nothing to distract you - concentrate on working a big visual idea around the brief and producing beautifully crafted elements.

Sweat the small stuff - we want you to work every element really hard. Not only should the big idea be compelling but the way it's brought to life, the attention to detail, the way it looks should be beautiful and carefully considered.

When considering final solutions, avoid cliches and stereotypes. Rolling countryside, regional dialects and visual shorthands are not appropriate here. This is not about what it's like to be in t'North, its role is to attract interest and investment to a region with an ambition to create prosperity to rival any economic power.

Organise yourselves into teams, numbering about 4 people in each. We want you to work together to make decisions, to self edit, divide and conquer, and build the presentation as a team with shared responsibilities.

Mandatory Applications
1. Logo - The key element that will be the building block of our identity.
2. Posters - A series of 4 posters, one for each key city. They'll be posted in each of the key cities to reinforce locally the importance of being stronger together.