Liverpool 08 – Capital of Culture Branding
Client: LCC · Category: Brand Implementation
Liverpool’s successful European Capital of Culture programme required a city-wide visual identity capable of supporting one of the largest cultural campaigns ever undertaken in the UK. Working with Finch, I helped deliver and implement the Liverpool 08 brand across print, advertising, environmental graphics and promotional materials throughout the campaign.
LCC
Culture & Destination Marketing
City Branding & Campaign Artwork
2003-2008
The challenge
Liverpool’s European Capital of Culture campaign was one of the most ambitious city-branding programmes undertaken in the UK. Following the successful bid process, the visual identity needed to work across thousands of applications while maintaining consistency and recognition throughout a multi-year campaign.
Artwork was produced across branding guidelines, bid documents, brochures, outdoor advertising, London Underground campaigns, airport branding, exhibition graphics and city-wide installations. Tight deadlines, evolving campaign requirements and the scale of implementation required meticulous attention to detail and rigorous brand control.
The branding needed to communicate Liverpool’s ambition as a modern international cultural destination while supporting thousands of events, partners and stakeholders leading up to the 2008 celebrations.
City wide branding
Production process
Planning
Initial artwork production supported the Capital of Culture bid process, including the creation of extensive bid documentation, presentation materials and brand guidelines that established the foundations of the Liverpool 08 visual identity.
Production
Working from concepts developed by Finch, artwork was produced across a broad range of campaign materials including brochures, press advertising, outdoor campaigns, exhibition graphics, signage, installations and promotional collateral. Consistent application of the identity across every touchpoint was essential.
Delivery
Artwork was supplied across multiple formats and production methods, supporting city-wide implementation throughout Liverpool. Deliverables ranged from printed publications and advertising to airport branding, banners, event graphics and large-format installations used during the campaign and celebrations.
The result
Liverpool 08 became one of the most successful European Capital of Culture programmes ever delivered.
The campaign helped reposition Liverpool as a modern, dynamic international destination and supported significant cultural and economic regeneration throughout the city. More than 7,000 events were delivered involving over 10,000 artists, attracting millions of visitors and generating substantial investment.
Deliverables
- Initial Liverpool 08 logo development support
- Brand guidelines production
- 500+ page Capital of Culture bid document
- Slipcase and presentation materials
- Outdoor advertising campaign artwork
- London Underground advertising
- Press advertising campaigns
- Liverpool John Lennon Airport branding
- Brochures and promotional literature
- Exhibition graphics and installations
- Event collateral and signage
- Over 2,000 individual artwork items produced
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