ABOUT

For the Destination Woking brand pitch I created a brand called “Thrive in Woking”.
I identified one over-arching theme and three core pillars to the brand:

"Live" focuses on Woking lifestyle, green initiatives, families, education (including students)
"Play" is nightlife, restaurants and entertainment
"Work" is business investment and opportunities.

The brand needed to be young and vibrant to portray Woking as a creative and business hub with an emerging nightlife - but also needed not to alienate the more mature audiences that had already settled there. I used bright, engaging colours and created bespoke patterns to represent the pillars of the brand. The imagery was warm and positive and the tone of voice bold but approachable using succinct phrases to draw in the audience.

Each of the bespoke patterns represented the pillars in the following way - "live" was represented by the flowing lifeline heartbeat pattern, made up of the bespoke W in the logo, "Work" is the W tiled on top of each other to create a pattern that resembles a business building, "Play" is the dot of the i built into a multi dotted square pattern to represent the connections you make socialising and "thrive" is made of of shining stars.