Agency hones its pitch on Twitter
More than 40,000 Twitter users were yesterday willing an agency to win a design project after the creative firm let each of them contribute to, and see, its final pitch.
Moving Brands set up a feed on the social network eight days ago, in the hope that it was not alone in having ideas about its goal: creating a new brand for London.
Three hundred feedback comments later, and after making numerous posts on a blog charting its creative work, the agency handed its pitch to City Hall yesterday morning.
For the open, transparent way it was compiled, Moving Brands said its pitch has sparked conversations about new ways for agencies to work creatively.
“There is a public tender to create a new brand for London,” the firm said. “We think it’s important that a public brand like this isn’t designed behind closed doors.”
The result is a vibrant, precise response to what the agency says is London’s cluttered visual identity, evidenced by the existence of its 10 different logos.
Boris Johnson, the Mayor of London, seemed to agree when he said the “eyes of the world” would be on the UK capital in 2012, and that it should brand itself accordingly.
Instead of having lots of logos, giving the impression our capital city has an “identity crisis,” what London needs is a design to rival New York’s iconic ‘I ♥ NY’ logo.
Moving Brands added: “Fortunately, Boris has issued a public brief for the creative development and design of a brand for London. We think the best way to respond to this brief is to get London involved.”
Although that involvement came to end yesterday with the submission of the pitch, its many co-authors were last night giving generally positive verdicts on the agency’s blog.
The firm must now wait to here if it makes a shortlist of six agencies, one of which will eventually be chosen for a contract worth a reported £600,000 to design London’s official logo.
Although Moving Brands’ design remains firmly under wraps, it is likely to strive for simplicity, as favoured by the firm’s consultant Scott Thomas, who was the design director for Barack Obama’s presidential campaign.
Editorial image courtesy of Doug88888
4th September 2009