Build Your Belfast.
The creative platform of ‘Build Your Belfast’ aims to inspire everyone that lives in Belfast or considers visiting that they are an important part of the city’s story. The approach us to act as a curated guide to exploring and enjoying all that Belfast has to offer, while still offering the opportunity to embrace that inner wanderlust and lose yourself in the city.
Our challenge was to create a campaign that felt distinctive and contemporary. So rather than playing in the space of traditional tourism, we explored a design system that reflects modern creative trends.
The existing Belfast branding was a great starting point - with its sharp angles and bold colours. Our strategy is to use the existing guidelines and interpret them in a way that gives the campaign energy and a contemporary edge. The design also needed to reflect the campaign platform.
Our core idea is that people should be free to create their own version of Belfast. So the design system should feel as if it has been built with the elements of Belfast. As if many separate parts have come together to make one cohesive visual. We know that storytelling is the best way to truly understand a city’s culture. Everyone in Belfast has a story and we want to hear it.
