For this project, I was set the task of rebranding a neighbourhood in the city of Liverpool with the intention of engaging a particular target audience. I decided to rebrand the neighbourhood Ropewalks, an area that is primarily populated by students, with a plan to revive the rich history that has been buried in the area. I also wanted to target an older demographic to bring a new feel to the student-filled area.
Through creating my brand identity, I developed my creative as well as analytical skills as a designer. I was pushed to develop a speculative brand story creating a brand personality, brand rationale, stakeholder map, persona for my brand and through the development of touch points for my brand.
In the initial stages of developing my rebranding scheme, I created the persona for my brand as well as the stakeholder map to identify the hierarchy of stakeholders in the area in relation to my brand.
I then continued to develop my brand's identity by finalising my brand's promise, values, tone of voice and rationale. These enabled me to highlight the vital qualities held by my brand, as well as establishing my brand as trustworthy and charming to appeal to my target audience.
Once I had established my entire brand identity, I brought my focus to the touch points that I would use to present my brand. I aimed to reach my target audience by developing touch points that I believe would pique their interest. These included travel mugs and bookmarks which they could use on a daily basis, as well as posters and banners which can be seen around the neighbourhood to attract onlookers into the area.
Bookmarks
Travel Mugs
Posters
Banners
Overall, this project allowed me to gain insight on the complexity of branding whilst developing my skills within Adobe Suite and practicing working to a particular audience. I am very pleased with the final outcomes I produced for this brief, and will take the skills I have learned into my future endeavours as a designer.
