The Westway Trust heads for 'Destination 2030' with refreshed branding from SomeOne

With a new strategic vision – ‘Destination 2030’ – the Trust approached SomeOne to help it become more visible and relevant to those it benefits. As many confuse the Trust for a council services department, SomeOne’s creative vision for the Trust had to take into account different audiences from service and cultural perspectives.

David Law, SomeOne co-founder and executive creative director, explained: “I have always been fascinated by the concept of ‘liminality’. The idea that interesting things happen in borderlands, between places and in times of transition is a concept well used in narrative, from Hamlet to Breaking Bad and Vice News. It can create a great canvas for designers because it allows the unexpected to happen and creates compelling intrigue for the viewer – it is transformational. The Westway is itself a liminal space, stitching together the borough and bringing together people of all backgrounds in a really interesting and unique space – under a flyover.”

Design director at SomeOne, Lee Davies, added: “To us the Westway represents something permeable – welcoming and beneficial to all. It’s all about the spaces and surfaces of the environment, literal touch points where the brand becomes solid and tangible. We really wanted to bring liminality to the identity of the Trust.”With so many of the Trust’s services ‘silo-ed’ and no one really knowing what each other was doing SomeOne set out to tighten up the Trust, starting off with changing the name from The Westway Development Trust to simply Westway Trust. A framework of typographic surfaces was then created to act as a liminal brand world for the Trust. As the identity had to work across services, an adaptive language was developed to use a different tone of voice for each service. The language was also not limited to English either due to the diverse cultures residing in the area. The Trust’s marketing director, Chris Humphries, commented: “The work that David and his Team at SomeOne has given us not only provides a strong strategic rudder for the Trust, but also gives us a rich and vibrant paintbox with which to herald all the wonderful opportunities that we have to offer, bringing the Trust together in ways that really help integrate us into the local community in a positive way.”The brand is to be rolled out from May across all touch points from poster sites to property hoardings, signage, merchandise and digital. The Trust’s website (produced by CTI Digital) will also feature the branding pulling all assets together in one place.