LIVERPOOL'S NEIGHBOURHOODS
During my second year at Loughborough University I was briefed to research the neighbourhoods of Liverpool’s city centre, recognise its current audience and create a community focused campaign that raises awareness of one of the newly branded neighbourhoods. For this project, I decided to rebrand the neighbourhood of Chinatown to raise awareness of Liverpool's disregard for the area and the culture that lies within it.
I was really happy with the final product of this project and enjoyed the process of it. This was the first project I did where I was able to conduct some real primary research by going to Liverpool and experiencing the different areas. The audience was definitely reached and I was able to really dive into the importance of community especially in a city with such a diverse culture. I hope you enjoy flicking through!
I was encouraged to push my creative, conceptual and strategic skills in developing a speculative brand story, associating it with various touch-points and visual identity.
(In the research stages of the project I was asked to create an audience persona and a stakeholder map to understand the relationships between key people in the area).
Once my brand had been established, I was able to bring in multiple touch-points that would help the neighbourhood in the ways stated in the brand rationale. This included a series of murals, phone cases and even a mobile app focused on bringing the community of Chinatown together which all reflect the promise and values of the campaign.
