Camden Council put forward a bid to become the London Borough of Culture in 2019/20. We were engaged in an on-going collaboration to help them develop a communication programme that showcased the area’s rich cultural heritage.
This started in July 2017, when, working to an extremely tight deadline of just one week, we created a name and full visual identity.
The initial spark for our concept came during a conversation with the Camden team’s intern: we realised that to truly portray the borough’s unique personality, we needed to celebrate the real people that live and work there. People like her.
This led to the idea of using photographic portraits. Some executions feature a single person, while others use a ‘split’ technique to bring faces together and show the diversity of Camden in just one image.
Working with the photographer we’d used on the Kalā campaign, we blended these images with simple background colours and a bold white typeface. Our eye-catching concepts, specifically designed to be versatile, were used across diverse media formats, including posters, print, and social media.
This ‘blended’ style was also used to celebrate not just the people of Camden, but it’s heritage and iconic venues, too (‘split’ portraits of historical figures, and local architecture – such as the Barbican, or the BT Tower). The concept was also used in animation and illustration, to add further appeal for younger generations.
As a direct result of our work on the bid, Camden Council recieved an Exemplar Cultural Impact Award worth £250,000. This prize – endorsed by Mayor of London Sadiq Khan – includes funding for a number of digital cultural projects to be run across 2018/2019.
“I want to thank every person, business and organisation who supported our bid […] We drew together and galvanised Camden’s cultural community, uniting and collectively promoting the huge cultural offer of our borough […] We strengthened existing partnerships with organisations in Camden, but also created improved and new relationships with organisations that will ensure that there is a legacy.”
Councillor Jonathan Simpson, Cabinet member for Promoting Culture and Communities
“Camden has a proud history of amazing culture, and I’m delighted to support this project.”
Sadiq Khan, Mayor of London