Research that dives deeper

As the city gears up for multi-billion-pound government backing, they needed a city brand to show Plymouth not just as a holiday destination, but a place of opportunity. The brief was to help raise its profile, instil local pride and attract crucial talent into the city. 

250 creative responses, 100 survey responses from across the UK and 100 interviews with locals, visitors and businesses. We dedicated ourselves to getting resident in Plymouth. 

Research uncovered that a third of the city are active volunteers — a brilliant piece of evidence highlighting community spirit. We also uncovered that the city’s quality of life ranks higher compared to cities like Bristol and Southampton. 

Making adventure the strategy

Three insights led to our central idea of adventure. 

First, Plymouth is the only UK city to be between a national park and national marine park. Second, the city’s comparatively high quality of life. Last, the city’s legacy of reaching into the unknown — from Charles Darwin’s voyage to the Plymouth Marine Laboratory advancing climate innovation. 

Our tagline ‘Make life an adventure’ invites people to build their lives, careers and futures in the city. It unites the city’s blue and green assets with a sense of personal and professional opportunity. 

The language of navigation

In maps, trails and compasses, we found a distinct language of adventure. We designed a bespoke arrow that forms the new Plymouth logo. Our symbol contains a multitude of meanings — the vast Plymouth horizon, optimism for the future and a nod to the notable Smeaton’s Tower. 

The arrows are used across applications — from impactful infographics to expressive illustrations and moving pathways. 

In a trip to the archives, a historic map with intricate water and contour lines shaped our place patterns. Non-linear and ever-evolving, they are used to bring texture and depth, to focus on a subject, or to show continuous journeys. 

Tactile, textural and true 

The patterns are used in three distinct ways — as a footprint to bring texture and depth, as a frame to focus on a subject or a pathway to show continuous journeys. We devised a series of motion principles that see the patterns evolve, expand and explore. 

We chose Arkitekt as the primary typeface for its angular curves, reminiscent of the historic metal signs found across the city. The bright hues are similarly drawn from the city, including the red bands of the lighthouse and the rusty orange of the monumental Antony Gormley sculpture on the pier. 

Capturing Plymouth’s warmth

A newly commissioned set of imagery brings together warm portraiture with epic drone shots that soar above the moors and ocean. It captures Plymouth’s true personality as an adventurous, friendly and evermore confident city. 

Together with Mother Goose and Fresh Air Studios, we created a powerful film to launch the new city brand. It has been wholly embraced across the city — with leading universities, businesses and cultural organisations rolling out our brand assets.