Following on from the logo design branding blog published last week, let’s move onto the marketing aspects of the project. If you haven’t managed to read the rebranding story yet, please read it first as it forms a really good base for this follow up blog.
Enfield Market promotional material
As there were no actual photos of the new market (it hadn’t relaunched yet), I was asked to do some illustration as an aid to promote it.
The first point of design stemmed from this buskers sketch.
I’ve mentioned before that I’m not much of a sketcher but I’m actually fairly pleased with this one. It’s not perfect by any means but it really helped me in the planning process for what needed to appear in the final illustration and to get the composition and perspective right. Notice that the Kings Head pub and St Andrews church are in the background where they belong but I didn’t want them encroaching on the Market House. Sketching is a fairly quick way to get these elements in place before the digital artwork is done. These buildings have been included so as to add location to the bandstand. The final illustration (below) would act as a base for other elements of the marketing such as the promotional posters, flyers and adverts. Some of the characters also appear on the skirts of the market stalls. Here’s the final illustration.
My favourite character is the man eating his chicken with the dog waiting for the bone with its tongue sticking out. It really does make me smile when I see it. Can you see them? Click on the pic to make it bigger.
Take a look at some of the other promotional material that’s been designed. Notice the footer which appears on all of the designs. This is part of the brand and is a great place to add in the web details and social media icons.
Limited colour palette
The colours used in the illustrations are from the brand colour palette designed for The Old Enfield Charitable Trust which runs Enfield Market. The limited colour palette is really integral to the illustrations and the public’s recognition of them. It reinforces the organisation’s brand. I love working with limited colours in illustrations as it makes them so unique and recognisable. I’m hoping that in time Enfieldonians will recognise the colours instantly before even seeing the logo!
This stencil was designed to appear on the pavements around Enfield Town. Ellie Gill (Mrs Market), the campaign coordinator, cut it out and sprayed the pavement with some bleach-type non-permanent paint in the run up to the relaunch. I think it’s a genius idea. Watch the short video of how it was done.
If you’re in the market, see if you can get a bag from one of the traders. Don’t just ask for one though. Buy something.
The Old Charitable Trust: Parish Boundary
The Trust supports individuals, families and community organisations with the aid of grants. Their grant reach resides within a defined area called The Old Parish Boundary. They wanted an illustrative map with landmarks to clarify this area. A couple of illustrations that I drew didn’t make it to the final map. Namely, Enfield Cemetery (I don’t blame them for not using this one as it’s not quite celebratory!) and the Dugdale Centre (the area of Enfield Town was looking a bit crowded). There are six golf course landmarks on the map. Did you know that there were that many in the area? A golf players dream methinks. Totally spoilt for choice.
History of The Trust
The Trust has been around for hundreds of years and therefore has a lot of history behind it. I was asked to do a timeline that charted the history of The Trust. Google was my dearest friend when researching, for example, the type of clothes that people wore in the 1800s and what an old shilling looked like. You can see an online version of this timeline on The Trust’s website. They’re also welcoming primary schools to use history as a learning aid for teaching. Please contact them directly if your school would be interested in doing such a project.
So there you have it. Hopefully you’ve found the time to read the story about the branding and this one illustrates what was done to keep within that look. I also had a hand in designing the icons on The Trust’s and Enfield Market’s websites. A lot of the photos on the websites were also taken by yours truly. I’m still toying with the idea of doing one more blog on the photography side of things; the old documents which are hundreds of years old, the buildings that have been gifted to The Trust over the years, the market launch, the traders, the customers, the food, the products…maybe.
Finally, I’m going to leave you with one last design. This one is for the promotion of the events that are being held over the Christmas period. Sometimes you can’t beat simple design.