Uniform has created the brand presence for the Liverpool Business Embassy in London.
The 2,000 sq ft Embassy in the centre of the capital aims to build on the cityÊ¼s presence at the Shanghai World Expo. Liverpool became the most successful city pavilion during the Expo, with more than 770,000 visitors during the six months – 18% above target. Uniform also designed the £1.2m Shanghai pavilion.
The new London presence, which is aimed at potential investors, focuses on the cityÊ¼s distinctive business and economic assets including Ê»Liverpool is the UKÊ¼s fastest growing economy outside of LondonÊ¼, Ê»Liverpool is the UKÊ¼s second largest wealth management centreÊ¼ and Ê»Liverpool is one of the UKÊ¼s top three biomedical centresÊ¼.
All the facts are supported by images of Ê»new LiverpoolÊ¼, ranging from the new Liverpool new skyline, to the £1 billion Liverpool One development – EuropeÊ¼s largest city centre retail project.
Tim Sharp, design director at Uniform said: “We wanted simple, direct messaging, focusing on the main points. The Shanghai brief differed – targeting a mixed audience. Shanghai had to be interactive, fun and engage with the audience.
“The Liverpool Business Embassy had to be straight talking, sticking to the facts. Liverpool has a great success story to tell. Few European cities can boast such an incredible success story. Our job is to communicate that simply and effectively.
Sharp said it was paramount to avoid any of the clichéd imagery or content. “The public profile of Liverpool since Capital of Culture has been significant – most people in the UK are aware of the change. Despite that, a large proportion of the business community still wonÊ¼t know the top line figures and the physical change – in a way, it makes our job easier.”