Leicester City Council Heritage Action Zone Campaign

Brand Strategy, Video and Animation

Leicester City Council

Leicester City Council Heritage Action Zone Campaign

We love our city, so this was a fun one to get involved in. Leicester City Council’s Heritage Action Zone project is enabling businesses, property owners and leaseholders to apply for grants that will see some of the most important historic shopfronts and buildings on Granby Street and Church Gate repaired and restored through funding from Historic England.

The HAZ team wanted to bring together the people of Leicester – businesses, landlords, residents young and old – and encourage a new appreciation of our heritage architecture. We were asked to run brand strategy sessions with a load of stakeholders, and to subsequently build a campaign to boost engagement – focused around a short animated video.

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Brand Action Campaign

The brand strategy sessions gave everyone a chance to share their ambitions and ideas, and to create a shared vision between the HAZ team and us. Understanding the purpose and goals of the project allowed us to develop a more focused brief for our creative team.

For the video, we wanted to produce something memorable, something that would connect with Leicester people, so we called upon friend of Seed, Mr Shay, to write a spoken word piece about our city’s buildings and the history behind them.

For the aesthetic of the video, we opted for a mix of classic and contemporary. We worked with talented Leicester artist Emma Fitzpatrick to create a collection of inked architectural illustrations; took advantage of a vast archive of historic Leicester photographs, and played with bold, bright shapes and striking typography.

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