ABOUT

How we took Fruit Market’s £80m urban regeneration project to the streets Fruit Market is an £80m urban regeneration project in a one-of-a-kind part of the city, just in time for Hull 2017 UK City of Culture.

Wykland Beal came to us to create new branding for the Fruit Market, and plan a full marketing campaign.
The campaign would celebrate the area’s heritage and character, and promote the area to potential commercial investors, businesses and future residents.

We wanted to unearth the Fruit Market’s rich history, and reflect the artistic spirit and can-do attitude of the locals, the area and Hull as a whole. We wanted to show people that this small, humble place has huge potential. A place to live, work and play.

We used bright neon colours with confidence as part of a striking, provocative and modern palette.
And we developed a clean, simple, modern style using a block stencil typeface complemented by a subtle sans serif typeface. This helped set the style for the new, lively interpretation of what came before.

A big part of the campaign was guerilla marketing. We commissioned a spray team to paint the new branding on walls, buildings and hoardings around the area. This echoed Hull’s do-it-yourself attitude when it comes to art and making statements. We designed and built a fully responsive website to act as a directory for all the latest events and local business listings. As well as take residential enquiries and commercial investment enquiries through it’s online booking form. We also helped generate lots of residential enquiries by designing a pop-up shop at Hull’s Freedom Festival 2016