CASE STUDY
The changing face of deptford
UAL Visual Identity Project
Hannah popp & Jara
Year
2023
THE BRIEF
DESIGN A VISUAL IDENTITY FOR THE TOWN OF DEPTFORD IN LONDON, UK.
THIS TOWN WAS FACED WITH GENTRIFICATION AND LOTS OF MOVEMENT WITHIN THE TOWN DUE TO THE CITY’S NEW PLAN. BECAUSE OF THIS, NEW FACES AND CULTURES HAVE FORMED WITHIN AND THE DIVIDE OF OLD AND NEW IS PREVELANT.
HOW CAN WE UTILIZE IDENTITY TO BRING THE COMMUNITY OF DEPTFORD TOGETHER.
the process:
to start the process off, WE visited deptford. Here we learned about the history and the landmarks that gave this town character and culture. While here, I took note of design elements within the town and how I could incorrporate it into my design.
After our visit, I started to map out my thoughts and pull inspiration on how this could come to life.
for the logo, i wanted to involve a smiling face within the title of “the changing face of deptford” and explored was we could feel community and united within it.
the outcome:
From there we started on design way’s in from photos we collected, people we talked to, and the OVERALL idea of “Community” INVOLVED. We landed on the idea of “change comes together” to be our main idea. with that in mind, we wanted to focus on neighborhood collaboration and bringing the old and new faces of deptford together.
From INSPIRATION, i took the idea of hand drawn elements and line work from the pipes and arches throughout deptford to start my design. I worked with primary colors and stuck within that range as it felt inviting and comfortable for the audience we were speaking to.
we used hand drawn elements and playful design to bring this identity to life. We executed this identity by proposing a market within the communitys open space to host the new and old faces of deptford with their new identity put up around town. tote bags, chalk board, wall art all comes into play for this community vision.
