Scouse Nous: Liverpool Focus

Nick Howe, managing director at Uniform, explains that instead of “sitting around moaning” that the local creative industries had little input in the year-long celebrations, the trio decided to work together to put the spotlight on the local design scene themselves.

As well as the backing of both D&AD and DBA, the city’s creative enterprise agencies – Design Initiative and Merseyside ACME – have also collaborated on the project. As such, the combined network of contacts has enabled the Symposium to snare some of the country’s leading design industry figures to give presentations intended to inspire local creatives.

The event’s programme culminates with the D&AD’s President’s Lecture featuring Matt Pyke, founder of Universal Everything, talking about his work on projects for Apple, Nike, London 2012 Olympics and Channel 4.

The Symposium plans to build on the success of Design Show Liverpool which ran for a week in June this year. The event saw almost 7000 visitors attend with contemporary fashion, homewares and furniture by both new designers and celebrated brands on display.

Now, Sarah Elderkin, of Design Initiative, says the Symposium – which plans to focus more on commercial design and advertising – will work as a “complement” to the Design Show.

Overdue

Kevin McManus, director of Merseyside ACME, believes the Symposium can bring an overdue positive change to how the Liverpool creative design scene is viewed.

“We’ve certainly been seen as lagging behind places like Manchester, and certainly London in terms of design. This is partly about redressing the balance,” he explains. “In the last few years, Liverpool design companies, including those involved with the Symposium, have been holding their own nationally and internationally. One of the messages we are trying to get across is the strength of the design offering in Liverpool and the region. Hopefully the rest of the country will sit up and take notice.”

Uniform’s Howe agrees that it’s about time perceptions changed. “I don’t think Liverpool is viewed by the public as a creative city,” he laments. “The Symposium aims to raise this profile, as well as to improve communication with the local public.”

While design agencies in the region have always had to battle against ‘London-centric’ issues and the north-south divide, he insists that a stop must be made to the same gulf emerging between Manchester and Liverpool.

“I’m really excited about getting people from Manchester over to Liverpool. It is usually the other way around.”

Liverpool, in its Culture year, has already lavishly celebrated its arts, music and sporting successes. Now, Elderkin believes it is time to acknowledge the city’s creative side. “The unique way that the business community and industry bodies are collaborating on plans for the event shows the enthusiasm we all have for encouraging the creative community in the city,” she says. “Everyone involved with the Symposium is hoping that this will become an annual event; an event which extends beyond the European Capital of Culture and Liverpool 08.”

Matt Wardle, right, one of the founding members of Black & Ginger, continues: “There are two main prongs as to why this Symposium is taking place,” he tells us. “Firstly, it is about gaining national recognition – the design industry in Liverpool should gain some respect. Secondly, it is the educational aspect – educating both industry insiders and clients that we are established in the field of design.”

Wardle also believes that for too long, to be successful in the design industry, creatives have had to move to London. The Symposium, conversely, is about cultivating and keeping talent within the city of Liverpool. “The Symposium is the next step in that process. Many Liverpool-based clients travel outside the city to fulfil their creative wishes when there are plenty of brilliant businesses on their doorstep.”

Unique

Some criticism was leveled early on in the process at the Capital of Culture committee for not utilising or involving more of the creative teams in the city – one of the reasons why the Symposium was launched in the first place. However, despite initial grumblings, the celebratory mood seems to have rubbed off on much of the sector.

Martin Thornton, Balance Advertising, says: “Most of the Capital of Culture work was snapped up as early as 2003. But maybe local clients have increased their activity because of the spotlight. We’ve been busy with our Arena and Convention Centre client, because they’ve hosted numerous Culture events and concerts featuring people like Paul McCartney.”

Chris Mitchell, MD of Liquid, agrees: “We haven’t been directly involved with the culture company but who’s to say that the work we have brought in this year isn’t a result of the prestige that has arisen because Liverpool is the capital of culture?”

Ph Creative has a base in Liverpool – as well as an additional office in New York. The agency’s managing director, Bryan Adams, says he’s noticed a difference in the way Liverpool is now perceived across the pond too.

“When I used to travel there before the Capital of Culture year, everyone knew Liverpool but it was always because of the Beatles. Now though, when I go to New York and mention Liverpool people say Capital of Culture – the message has spread that far.”

Andrew Weatherstone at Nonconform Design believes tourists will be wowed by the breadth of the city‘s creative offering. “Liverpool should be seen as the incredibly cool and cutting-edge city that it really is,” he says. In terms of the Capital of Culture campaign, he believes it has had a beneficial impact on the city‘s design credentials. “As more people are coming to the city they are getting the opportunity to notice many of the design aspects within Liverpool. I believe that the acceptance of Liverpool as a city of design is achievable.”

Liverpool won the European City of Culture 2008 title some five years ago after promoting a strong set of values for the city. The original bid stated that the “outcome of 08 would be a new Liverpool, a city recognised for its creativity”, showcasing the “unrivalled creativity of its people.” The bid also assured that Liverpool 08 would leave a “profound legacy” upon Merseyside.

And Gareth Pickering at CL3 believes that the Culture celebrations will leave a lasting mark on the city’s creative business scene, meeting this objective, in part.

“There seems to be a great entrepreneurial spirit in the sector here at the moment – people are having the confidence to strike out with their own agencies and ideas because they’re getting good support and local funding.

“2008 is just the start through,” he continues. “The key is to keep the momentum going.”

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SYMPOSIUM PROGRAMME

Thursday 23 October, St Georges Hall

1.00pm D&AD Student Awards Talk

An overview of 2008’s winning work and giving tips and advice on how to produce the best response to this year’s briefs. Tickets: FREE

2.00pm DBA Business Briefing

Surviving the Credit Crunch featuring Adrian Rasdall of Revenue Matters. Tickets: £30 DBA and D&AD members, £50 non members

3.45pm The Emotional Type

Leading typographer, Bruno Maag of Dalton Maag will look at type from a historical perspective and how we still use type as an effective branding tool. Tickets: £5

5.15pm D&AD Awards 2008 Winners

Showcase and Q&A

From German TV ads to Japanese packaging design, view a selection of the work chosen by the 2008 D&AD judges with judge Neil Lancaster, creative director at McCann Erickson Manchester and Ruth Metcalf, awards manager on hand to answers your questions. Tickets: FREE

7.00pm D&AD President’s Lecture

Matt Pyke founded Universal Everything in 2004. He will be talking about his work which includes art, music, fashion, architecture, automotive and technology, with clients including Apple, Audio, Nike, London 2012 Olympics and Channel Four. Tickets: £12 for D&AD and DBA members, £15 non-members, £8 students and £5 for D&AD student members.

Winning work from the Roses Design Awards will be on display throughout the day.

Events must be booked in advance. Visit www.liverpooldesignsymposium.com for booking details. Or call Design Initiative on 0151 709 1566