Petticoat LaneVision and Design development - visual identity

Summary

06 November 2018

www.workroom.co.uk

YOUR BRIEF

Develop a vision and related brand design for Petticoat Lane Market.

To directly contribute to the improvement of the area and the marketfor years to come.

1 INTRODUCTION

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2. OUR PROJECT PLAN

Understand motivations of visitors, needs and wants of market traders, residents, local

businesses, local ward members, community stakeholders. Discover

the truths of what PLM is today, and what it can be.

Define and articulate the vision, the personality of the

market, as well as its refreshed brand story.

Create a new visual identity to reflect the

Petticoat Lane Market brand – having established who youwant to be and want to stand

for, and how you wish to communicate.

Present the new vision andidentity to stakeholders.

Who you can be The core idea A new visual identiy Rollout

1. Discover

2. Define

3. Design

4. Deliver

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• Market visits

• Engagement workshop with PLM Working Party

• Street interviews with market visitors

• Online questionnaire with local residents and businesses

• Engagement workshops with residents

• Engagement workshop with local businesses

• Desk research

• Regular meetings with SDG

3. ENGAGEMENT & RESEARCH UNDERTAKEN

3. WHAT WE HAVE LEARNT

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3. What we have learnt

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3. What we have learnt

3. WHAT’S MISSING?

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4. Building a vision

Contents

A proper street market in the heart of London’s East End

Renaissance

Creative territories

A proper street market in the heart

of London’s East End.

Step out of the grey into a feast of colour

One Petticoat Lane. Countless experiences.

Renaissance ColourExperiences

A proper street market in the heart of

London’s East End

4. VISION FRAMEWORK: RENAISSANCE AND COLOURFUL

Overall vision Petticoat Lane is a place that is at the heart of a civic life, which is vibrant, inclusive and accessible.

Petticoat Lane Beliefs

We believe the real vitality of Petticoat Lane is found in the extraordinary colour of its place in London’s history, in its people

and their communities and the breadth of its offer.

Petticoat Lane Vision PETTICOAT LANE. A PROPER FEAST OF COLOUR.

Petticoat Lane Values OPEN.

Petticoat Lane Behaviours BOLD. PROUD. ENGAGING.

Supporting IdeasTradition with a colourful twist; barrows, delivery bikes. Fashion shows. Flower stalls. Start-up packages for entrepreneurs/students/makers. Bunting. Flags. Buskers. Mime artists. Involve community groups + students. Paint the buildings (and the white vans).

5. DESIGNING THE BRAND

Chosen route Fabric of the market

The market’s rich heritage of fashion/textiles and clothing from all corners of the world are the springboard for a new lease of life. We are

the past, present and future community of traders, creators and designers and together we create the Fabric of the Market. It’s a celebration of different eras,

different styles, different ways of expressing your own identity (as well as getting a good old fashioned bargain!).

Brand expression:

Fashion brand labels and typography made from thread and fabric literally provide the ‘red thread’ of the identity, creating a hand-crafted and authentic look.

From Seville to these streets.Fresh Fruit and Veg every weekend.

Strutt your stuffPetticoat Lane pop-up event. llam

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Saturday 12th July 2018

From 10 am - 10 pm

PROPER MARKET. PROPER PRICES.

Stage 1 Design Concept

Making of the logo

Landscape configuration

Logo swatch lock-ups – Vector graphic in action

Wall art/signage

Environment branding

Brand awareness

Print ads (Timeout/Evening Standard mag etc.) Outdoor ads

Stories of the market

My parents would always take me and my siblings

to Petticoat Lane market every Sunday.

It’s where my mum brought all the waxed print fabrics to make our church outfits.

Listen to Benke’s full story atwww.petticoatlane.co.uk

Social media - stories of the market