Plymouth New
Plymouth City Council
Plymouth New: A city in transformation
In summer 2022, Plymouth City Council commissioned us to create an awareness campaign across construction hoardings and advertising sites in the city centre. As major development began, the aim was to help residents understand the scale of change — not simply as disruption, but as part of a wider story of renewal. The result was Plymouth New: a bold, city-wide visual language communicating regeneration and a shared vision for the future of the city centre.
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Campaign concept
Visual identity
Modular graphic system
Environmental graphics
Public realm design
City-wide installation
A graphic system rooted in Plymouth’s plan
The identity draws inspiration from the post-war planning vision of Patrick Abercrombie, whose mid-20th-century plan reshaped Plymouth after the Second World War. His distinctive grid of right-angled streets, ring roads and civic spaces informed the foundation of the campaign’s graphic system.
Using this as a starting point, we developed a modular visual language where graphic elements could interlock, expand and reconfigure — allowing the campaign to adapt seamlessly across multiple sites while retaining a strong sense of cohesion.
