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Edinburgh City Centre Transformation

Client

City of Edinburgh Council

Summary

Creative Services delivered an inspiring brand identity and campaign to support the Edinburgh City Centre Transformation Program

Problem statement

In 2018, the City of Edinburgh Council launched a public consultation for high-level transformation proposals, requiring a visually inspiring brand identity and campaign to fully encapsulate the transformation story.

Project goals

• Visually inspiring brand identity
• Compelling campaign materials
• Positive impact on the economy, environment, and community

Research methods

1. 📢 Public consultation analysis
2. 🏠 In-house collaboration with Edinburgh marcomms team

Creative Services engaged in many different forums to understand our client's needs and desires, providing a range of creative solutions to help visually distinguish the submission from our competitors.

Key focus areas

What are the community, economic, and cultural benefits of the Edinburgh City Centre Transformation Program?

How can we visually represent the transformation story in an inspiring way?

Core customer needs

Visually inspiring brand identity – The City of Edinburgh Council needed a brand identity that captured the spirit of the transformation program and inspired the public to support it.

Compelling campaign materials – Effective campaign materials were required to communicate the transformation story to the public and engage their support.

We delivered a range of printed collateral such as leaflets, brochures, and branded documentation, as well as large-format boards and banners. Digitally, we helped the team publish a branded website, adverts for various online publishing outlets, Vox Pops involving interviews with local residents, and motion idents to support.

Printed collateral – We delivered a wide range of printed collateral to promote the Edinburgh City Centre Transformation Program and engage the public.

Digital materials – We created a branded website and a variety of digital materials to reach a wider audience and promote the transformation program. We also worked closely with a documentary crew to create the promotional video seen further up this page.

Learnings

Effective communication is key – By collaborating closely with the Edinburgh marcomms team and engaging with the public, we were able to create a brand identity and campaign that effectively communicated the transformation story and engaged the public's support.

Visual representation matters – Our visually inspiring brand identity and campaign materials played a critical role in capturing the spirit of the transformation program and inspiring the public to support it.

Testimonial

“Through the Edinburgh City Centre Transformation project, City of Edinburgh Council asked Jacobs to provide a highly visual and engaging strategy that puts people first and seeks to improve community, economic and cultural life. The graphic format in which our strategy was presented – and subsequently adopted by the Council – was devised by our Creative Services team in Glasgow. Under Robert’s studio leadership the team worked collaboratively with the wider project and client team, rapidly understood the requirements of the project and produced high quality work within the timeframes of the overall programme.

In addition to the printed media, our Creative Services team in London produced high quality visual media in the form of videos and voxbox interviews that were distributed to support public stakeholder engagement and to convey the aims of the strategy and the benefits it would bring to the city. With the addition of Creative Services’ input, they helped produce a suite of highly visual and engaging project deliverables that really brought the project to life. I can’t recommend them enough.”

Adam Liddle, Director of Sustainable Growth & Innovation, Jacobs