The City of Stories
Branding & Art Direction
Copywriting: Grafik Language
When VisitNorwich and Norwich BID commissioned research into city break destinations, they discovered only an older demographic would recommend coming to Norwich – and just 32% of respondents could place it on a map.
To help them right this wrong, Norwich BID brought us on board. Partnering with local copywriting agency Grafik Language, we were instructed to smash stereotypes, with a new visual identity and brand narrative fit for the city it is – a place of rich culture, rebellious history, and maverick spirit. A city with a story to tell.
Norwich is a city on the move, literally as well as figuratively. One of the most-walked in the UK, it’s regularly voted as one of the Top 10 best places to live, and has ambitious plans to become a top UK destination where people will want to come to, and return, time and time again.
Inspired by the striped roofs of Norwich’s modernised outdoor market, (a 900 year old landmark and talisman of the city), we created an abstract ‘N’ logo with its own story to tell. Converging arrows create movement whilst helping to contrast the city’s historic past and vibrant future.
A palette of eight colours (one for each district of the city) helped to create a flexible and dynamic visual language which could be scaled for both tourist and business communications.
The brand has taken to the streets of the city, adorning visitor guides, tote bags, lamp post banners and more. A successful pilot scheme in 12 locations is paving the way for a city-wide refresh of wayfinding totems in the near future.
© Ark 2017–2020