Lookout.
Commercial Messaging, Logo & Motion Design | Rivington Hark & Swansea City Council
Lookout is a temporary area that offers an early idea of what you’ll enjoy when the exciting new Swansea City Centre District opens in late 2021. The area of Lookout features VR binoculars that give a conceptual preview of the Oystermouth Bridge, Digital Arena, and Coastal Park. Swansea is infamous for having many developments to further modernise the city and compete with Cardiff City Central.
Lookout.
Commercial Messaging, Logo & Motion Design | Rivington Hark & Swansea City Council
Lookout is a temporary area that offers an early idea of what you’ll enjoy when the exciting new Swansea City Centre District opens in late 2021. The area of Lookout features VR binoculars that give a conceptual preview of the Oystermouth Bridge, Digital Arena, and Coastal Park. Swansea is infamous for having many developments to further modernise the city and compete with Cardiff City Central.
The Mission
Devise a brand identity for Lookout, an area of interest based in the heart of Swansea that aims to promote the development of the Swansea Arena, Road Bridge and Coastal Park.
Client, Role & Challenges
The Client — Swansea City Council | Rivington Hark UK | 2020
Rivington Hark developed a strategy to cultivate interest and engagement around the Swansea Phase 1 development. They sought to establish a brand identity for Lookout, an area designed to promote key features such as the Swansea Arena, Road Bridge, and Coastal Park, all located in the heart of Swansea.
Project Goals & Challenges
Lookout faced the challenge of generating interest in an area that wasn't well known. We aimed to create a strong visual identity that connected with our target audience. Our strategies focused on attracting locals and visitors, encouraging exploration and community involvement.
Team & Role — Ben Ballantyne, Creative Designer | Damien Macpherson, Creative Director
I was commissioned by Damien Macpherson, Rivington Hark to create marketing assets for ‘Lookout’ to promote the Swansea Phase 1 project, approved for use by Rob Stewart, Leader of Swansea City Council. My role was to create a logo idenitity, animation and hoarding design for the Lookout area.
Welcome to Lookout
Target Audience
The Lookout area aims to attract the locals of Swansea and bring excitement and engagement to the new developments. I considered who would use the new Coastal Park and what demographic the digital area would attract, including young adults, local workers, families, tourists, and locals aged 16 - 70.
Lookout Swansea
Design Strategy
Rivington Hark set a strategy in place to create an area of interest to generate excitement and engagement with the Swansea Phase 1 development. In collaboration with Rivington Hark and Swansea City Council, I was tasked with creating a visual identity for the Lookout area. I considered how I could attract the target market to the Lookout area by experimenting with animating an eyebrow character (within the name Lookout) that simulates looking out to the public to drive engagement.
The Future of Swansea
Lookout Experience
To further strengthen this concept, I conceptualised another hoarding design and an app to bring the Lookout experience to mobile. The client appreciated the concepts and ideas, especially the motion graphic, and how it can be implemented in the future expansion of Lookout as a brand.
Impact & Results
"Ben is a highly focused designer with a dedication and creativity that brings results."
Damian Macpherson - Lookout Creative Director, Rivington Hark
"On his first commission after graduation for Swansea City Council public engagement site 'Lookout,' he was a great collaborative individual to work with, going the extra mile; the results were very well received"
The Results
I created a visual identity that increased engagement and excitement in the area. Visual identity elements, such as the lookout 'eyes,' were designed to draw the public's attention and encourage interaction, which would later help generate excitement and interest for the Swansea Phase 1 development. Lookout was officially launched by Rob Stewart, the leader of Swansea City Council.
