Type: Branding and Hoarding
Client: Rivington Hark
Lookout is a temporary area that offers an early idea of what you’ll enjoy when the exciting new Swansea City Centre District opens in late 2021. The area of Lookout features VR binoculars which gives a conceptual preview of the Oystermouth Bridge, Digital Arena, and Coastal Park. Swansea is infamous for having many developments to further modernise the city and compete with Cardiff Central. The Lookout area aims to attract the locals of Swansea, to bring excitement and engagement to the new developments. I considered who is going to use the New Coastal Park and what demographic the digital area will attract. This revealed a target demographic of young adults, local workers, families, tourists, and patriotic individuals who are aged 16 - 70yrs of age.
Objective and Solution
I was given the task to design a logo, hoarding, and the Lookout background. The logo is an arrow that looks out through blocks which represent hoardings. It also resembles the letter ‘L’. I initially wanted to use the eyebrows as a logo, however, the client chose the arrow icon due to a creative difference. Though my creative control was limited, I thought of how I can attract the target market to Lookout. I experimented with animating the eyebrow character to simulate it looking out as a way to drive engagement to the area. To further strengthen this concept, I thought of how the motion graphic may possibly detect motion of movement to then have the icon have a mode of address at someone passing by. I also conceptualised an app to bring the Lookout Experience to mobile. The client appreciated the concepts and ideas, especially the motion graphic, and could be used in the expansion of Lookout as a brand in the future. Lookout was successfully launched by the Swansea City Council leader, Rob Stewart.