All Together Sunderland – The Story so far…

Sunderland as a city has made a strong reputation of bouncing back from tough economic times and due to this, the area has seen a large upheaval spanning from the 1980s to date. The challenges that people are facing in these times include, health issues, living standards, unemployment debt and the impact of welfare reforms.

Sunderland City Council wanted to implement a platform to engage communities allowing them to take control of their lives for the benefit of Sunderland and the economy. This platform also needed to influence local councillors and community leaders.

The Council has three over-arching priority areas designed to improve the city as a whole. These are ‘Place’, ‘Economy’ and of course… ‘People’. A brand and visual identity has already been established for ‘Economy’ (Make it Sunderland) and ‘Place’ (See it do it). Our mission was to generate a distinctive visual identity for the ‘People’ strategy.

We created a simple but memorable name for the brand identity that is both inspiring and uplifting. The name had to bring in a strong sense of community, belonging and civic pride. With this in mind the name and brand ‘All Together Sunderland’ was born.

It was important that the visual identity paid homage to the people of Sunderland and their industrial heritage of the area. This is represented by the cogs, which also symbolises the cohesiveness of different size communities and the people of Sunderland working together for the greater good.

Once that the identity was created we clearly identified the key themes for the campaign including; ‘Making Ends Meet’, ‘Healthy Eating’, ‘Accessible City’ and ‘Family Friendly’.

The ‘Making Your Money Go Further Campaign’ was designed to provide advice and useful tips that hopefully will make people think twice about how they use their cash. The campaign explained how everyone can reduce their expenses whilst shopping, travelling, using a mobile phone, eating out and through their leisure activities.

The creative features a charming illustrative style designed to illustrate each element of exactly how money can be made to go further each and every day.

Additional to the main creative, we also designed a theme identifier that was incorporated into each design to make the campaign instantly identifiable to the customer. The campaign was applied across a range of external media across the Sunderland area including press, digital, radio, social media… and even a piggybank.

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