Original Modern

We were tasked with bringing Peter Saville’s Original Modern brand for Manchester to life. The challenge was how to roll out a brand with a single signifying marque – a letter M – where the city does not have a brand, it is the brand.

The Labour Party conference provided an ideal opportunity to make an impact. But rather than run an advertising campaign across the city, we wanted to create something which embodied the core brand proposition – to be Original Modern. The result was a 40 metre light installation beneath the Great Bridgewater Street Bridge, a projection timed to coincide with the Labour Party delegates entering and leaving the conference venue.