PROBLEM: St Martin's Square is a small, quiet area found within the heart of Leicester. With a cosy industrial feel to it, this small square hosts an array of shops and small businesses. Due to the quiet nature of this area in Leicester, low footfall has become an increasing issue.
SOLUTION: Create a distinct visual identity to bring a new presence to this space, breathing life back into it while touching on the cultural heritage this area holds; all in an attempt to bring in more people to this space.
I explored a range of logo marks, tapping into the history and heritage of this space. I focussed on the Roman heritage in this area for the first few concepts, as well as exploring other options such as symbolism. I did some experiments with typography too with varying levels of success.
This pattern was a result of my research into Roman line art. It links closely to the final logo and has a modern yet romanic feel to it.
To better understand this location, I conducted primary research. This highlighted where I could place the new visual identity within this space, as well as giving me a chance to build an understanding who the audience would be and begin to develop a strategy.
The first touchpoint is a re-usable bag. The idea here is that shops in the area use these to spread the logo into Leicester.
The second touchpoint was an idea I had to increase footfall by giving people an incentive to shop in this area. The members card is free of charge, and gives those in possession a discount at all of the stores that agree to partake in this initiative.
There is a large amount of empty wall space in St Martin's square, so I had the idea to cover these in bright murals using the pattern I had created earlier in the project.
