Shop 4 Plymouth
We worked in collaboration with Neasden Control Centre, Bowden Edgar and a crack team of Plymouth strategists and creatives on the Shop 4 Plymouth campaign for Plymouth City Council, to showcase some of Plymouth’s most exciting independent retailers, to re-connect and highlight the importance of shopping locally.
Collaborators
Darren Foley – FLY Brand & Design Consultancy
Photography by Dom Moore / Notch Studio
Simon Russell
The teams first stop was a session with Darren Foley, a brand and communication strategist, who created the blueprint for the campaign that would celebrate the character of the city as well as the characters within it. The strategy, which was delivered under the campaign idea ‘Let’s Show Some Character!’ and looked to celebrate the city’s diverse and amazing cast of characters.
Dom Moore was commissioned to find and photograph the city’s new ‘cast of characters’.
Whilst we felt it was important to find a way to celebrate the history of the design of the city in this campaign, it was also important to celebrate the Plymouth’s new characters, the people who are shaping the way the city is trading in the 21st Century. A series of location shoots took place where the real energy of these new entrepreneurs was captured, in their business’s location, in an engaging manner that only a good photographer can achieve.
The team were acutely aware that local colloquialisms are an emotive part of Plymouth’s culture and, after exploring various alternatives, ‘GEDDON PLYMOUTH’ was born… GEDDON PLYMOUTH – an energetic call-to-arms, encouraging the great people of the city to support their hometown in its hour of need.
Taking inspiration from the city’s visionary post-war design, created by the celebrated architect/planner Sir Patrick Abercrombie, the dynamic letterforms created by Neasden Control Centre for ‘GEDDON PLYMOUTH’ were developed, inspired by shapes and forms from the city’s layout. In addition, the campaign’s colour palette was taken from the original design presentations that Abercrombie used to show his new proposals, which look as fresh today as they did 80 years ago.
