14 August 2019
Author: Chris Chapman
Coal Drops Yard in London’s King’s Cross, with its modular design inspired by the idea of consumption, is another. This place branding is inspired by the area’s diverse community and long and rich history, with the idea of ‘consumption’ redefined to its purest meaning: absorption, appreciation, being in the moment and engaging deeply with the world around you.
The best place brand communications reflect and form the culture of an area – looking into the area’s past, present and having a vision for its future, providing a flexible framework and idea, so the place has room to grow and change.
This involves going beyond the usual remit of design, which is to reflect the values of a space, to tell the story of the area. To persuade people to engage, strategy and design need to be blended and constantly intertwined throughout the process, informing one another to enrich the culture surrounding the space and to maximise impact. Singularity must also be demonstrated, rather than simply mirroring a space.
With a kinetic logo to convey the dynamic nature of the space and its fluidity of purpose through movement, Droga5’s branding for The Tide – a new linear park of walkways for people to explore the Greenwich Peninsula – neatly embodies all of this. Branding a place is about creating something with undeniable personality, an identity and system of communication that is flexible and establishes an area as worth visiting. It’s the only way to stand out.
Chris Chapman is head of art at Droga5 London, which created the brand and launch campaign for The Tide.