+44 (0)161 236 0600   info@creativeconcern.com

We were commissioned by Elevate to work with Wilson Livesey Associates and Peter Saville to create the Pennine Lancashire brand for East Lancashire. The objective was not just a brand to promote the area to potential investors or visitors but something that had strong resonance with the local communities and stakeholders. A beautiful part of the world, Pennine Lancashire is experiencing a renaissance, the brand had to mirror the aspiration and optimism in the area.

Embracing Yi-Fu Tuan’s ‘topophilia’ or ‘love of place’ the result is the visually striking ‘Contour’ design. The starting point for Contour was the topography of the area itself. But it does more than just replay the landscape... it also suggests important dimensions of the region such as weaving, canals and rooftops. We also produced a series of images showcasing the epic yet relatively undiscovered beauty of the area. The subsequent marketing campaign delivered the line ‘Discover your new favourite place’ alongside a national ad campaign in the Guardian weekend.