Lookout was created as a bridge between what Swansea is today and what it’s about to become. Trust and confidence of the public was needed to get everyone on board.
The site itself had low awareness and no inherent draw. It needed to capture attention, communicate ambition, and create a sense of momentum around a wider regeneration programme, including a new arena, bridge, and coastal park. This wasn’t just about signage or promotion. It was about creating belief, and giving people a reason to care early.
The physical space introduced VR binoculars, allowing visitors to preview future developments, from the arena to the coastal park. To invite interaction, the identity had to extend across hoardings and environmental digital screens to transform a construction narrative into a public experience.
The concept centred on a simple human instinct: looking forward. 'Lookout' became both the name and a call to action. A prompt to explore. A behaviour the brand could embody across every touchpoint. At the heart of the identity, a pair of animated “eyes” embedded within the wordmark—subtle, playful, and always scanning. A signal that something is happening here. That this is a place to pay attention to.
Lookout reframed a little-known site into a focal point for the city’s future. A cohesive identity created recognition. Motion and character drew attention. And the experience gave people a reason to engage—turning passive awareness into active curiosity.The result was a brand that didn’t just communicate change, but made people feel part of it.
Lookout reframed a little-known site into a focal point for the city’s future.A cohesive identity created recognition. Motion and character drew attention. And the experience gave people a reason to engage—turning passive awareness into active curiosity.The result was a brand that didn’t just communicate change, but made people feel part of it.
Swansea is a city in transition. A new district is taking shape, one designed to shift perception, attract visitors, and compete with neighbouring urban centres.
Services
Logo | Branding & Art Direction | UX | Motion
Sectors
Commercial Messaging | Digital Media | Creative Production
The Client
Swansea City Council, South Wales, UK | Rivington Hark, London, UK
The Team
Ben Ballantyne, Creative Designer & Lead Animator | Damien Macpherson, Creative Director of Lookout, Rivington Hark
Lookout was created as a bridge between what Swansea is today and what it’s about to become. Trust and confidence of the public was needed to get everyone on board.
The site itself had low awareness and no inherent draw. It needed to capture attention, communicate ambition, and create a sense of momentum around a wider regeneration programme, including a new arena, bridge, and coastal park. This wasn’t just about signage or promotion. It was about creating belief, and giving people a reason to care early.
The physical space introduced VR binoculars, allowing visitors to preview future developments, from the arena to the coastal park. To invite interaction, the identity had to extend across hoardings and environmental digital screens to transform a construction narrative into a public experience.
The concept centred on a simple human instinct: looking forward. 'Lookout' became both the name and a call to action. A prompt to explore. A behaviour the brand could embody across every touchpoint. At the heart of the identity, a pair of animated “eyes” embedded within the wordmark—subtle, playful, and always scanning. A signal that something is happening here. That this is a place to pay attention to.
Lookout reframed a little-known site into a focal point for the city’s future. A cohesive identity created recognition. Motion and character drew attention. And the experience gave people a reason to engage—turning passive awareness into active curiosity.The result was a brand that didn’t just communicate change, but made people feel part of it.
Lookout reframed a little-known site into a focal point for the city’s future.A cohesive identity created recognition. Motion and character drew attention. And the experience gave people a reason to engage—turning passive awareness into active curiosity.The result was a brand that didn’t just communicate change, but made people feel part of it.
"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"
Public interaction shaped how the regeneration was visualised and understood.
2 Installations of the digital binoculars, designed for both adults and children/wheelchair users, expanded audience reach through inclusive design.
The digital VR experience transformed complex plans into an engaging public experience, helping increased understanding, excitement, and connection to Swansea’s future.
High-quality renders, visuals and animations helped communicate future developments clearly, supporting wider promotion of the regeneration scheme.