Brief:
Create an engaging brand for the city of Cardiff. Place branding has gained significant momentum as towns, cities, and countries increasingly embrace branding strategies to express their unique identities. Cities are now defining their values, mission, and vision and crafting a brand images that attract investment and boost tourism.
Research:
Cardiff has a history that spans nearly 2000 years. In the 18th century coal and iron mines opened all over the valley’s to the north of Cardiff, this caused the creation of Glamorganshire Canal. Once Cardiff and Merthyr Tydfil where linked in 1794 vast amounts of coal and iron ore could make its way to export. By the 1850s the city was Britain’s major coal port.
After conducting primary research methods I was able to find Cardiff residents enjoy living in Cardiff, have a strong Cardiffian identity and feel an affinity with the city. Some feel a stronger affinity to the area of Cardiff they live in rather than the city. They also feel the city centre is easily accessible and that Cardiff is a welcoming and inclusive city.
The key aspects of Cardiff are:
A local ‘muck in’ attitude for a big place.“Cardiff isn’t a city it's a big town”. It is easy to find connections between people if they have lived in the city for while.
It's easy to access greenery and the countryside from Cardiff. However Cardiff is equally accessible to people who live in the countryside e.g. Vale of Glamorgan and Rhondda Cynon Taff.
A rich history, easy access to churches and the castle paints an ancient picture for the city. unfortunately the industrial identity of the city has been removed but evidence is there if you look under the surface.
While there is a homeless issue in the city, they represent characters that all Cardiffians will know. People like Ninja and the happy days man are a focal point of the city centre meaning locals and visitors alike will come away with a unique story.
“We love a drink!” there is a big party atmosphere in Cardiff, the accessibility to the city centre is used all through the night. The main streets in Cardiff city centre are home to a large array of bars, clubs and cocktails lounges. This can be to the cities detriment in some occasions but it is known throughout the UK as a place to party.
Solution:
My solution was to create a flowing brand language that is evocative of not only the growth of Cardiff, but the path people take though the city. The brand messaging is to communicate that living in Cardiff lifts you up emotionally. The stapline ‘A city of characters’ represents the cheeky Cardiffian attitude that is synonymous with the city.
This solution presented a new challenge for me when I was asked to produce a printed copy of the brand strategy and brand guidelines.
