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Branding Camden

Advertising

Posted by Eliza Williams, 26 September 2008, 13:53    Permalink    Comments (13)

camden1.jpg

Watermill London has created this new marketing campaign for Camden Town, which aims to reassert the borough as a destination for international business and shopping, and put paid to the impression that it has “burnt down”.

“The campaign came about after the fire,” says Bertie Miller, founding partner of Watermill London. “The media story went out that Camden Town was burning down, but really only Amy Winehouse’s pub burnt down, and some of the market stores. At the time the Mayor of London made some funds available to alleviate the loss to the storeholders, and also some money for press and PR. We then expanded the message that Camden Town hasn’t burnt down into ‘did you know that it’s a fabulous place for shopping, music etc?’. It’s being presented as a new creative quarter to rival Soho and Clerkenwell.”

camden2.jpg

The press and poster campaign takes a simple and eye-catching approach by utilising the universal ‘on’ icon to emphasise, as Miller explains, “that everything starts from Camden”. The ads then drive people to a website, designed by Delete, that contains information on Camden’s business and leisure possibilities. “We went in with very bold advertising in press and poster,” says Miller, “and have the website as the legacy. We can then build on the ‘on’ button in the future.”

13 Comments

The 'ON' that keeps on giving...
http://www.lumison.net/
http://www.cencion.com/
M
2008-09-27 09:47:47

I like the idea about branding Camden (love the 'town'), and the website is amazing, but the ON-button is done to death and back =/
Alyce
2008-09-27 13:12:12

That looks fucking awful.
Ben
2008-09-27 23:33:59

The ON Icon is not universal.

It is not even an ON icon.

Please search for "Power Symbol" in Wikipedia to know about it.
A designer
2008-09-28 05:08:08

I don't really like their branding tbh. I used to live in Camden and it's a place for hippies, students, cheap market shopping and lots of men trying to sell you drugs. Not exactly a business destination but an awesome atmosphere and great for tourists. Every weekend in the summer it was always packed and I hope that's continued after the fire...there were no news stories about the market being rebuilt/the fire not being that bad so I think there is a perception outside London that Camden isn't the same as it was last year.
Piggynap
2008-09-28 15:34:04

Terrible ad, terrible design.
Mary
2008-09-29 08:15:36

Love the 'what's on' section of the site. Showing that actually very little and in most cases nothing is "ON" in Camden.
Adam
2008-09-29 12:49:18

There should be ON amnesty bins at every local (Design) Police station. ON Crime in the capital is at an overwhelming, frightening high.
Simon Coxon
2008-09-29 14:55:27

"It’s being presented as a new creative quarter to rival Soho and Clerkenwell"

Not with a logo like that.
Stu
2008-09-29 15:42:31

Is there an ad? I missed it. Just somebody messing around with type.

I agree with the ON amnesty.

The bins should go alongside swoosh bins and shiny, reflective internet page recepticles.

Been dONe. Move ON.
Brian
2008-09-29 15:42:40

Half an hour of design, countless hours of psychotic, sycophantic meetings... non design
honest joe
2008-09-29 16:12:46

Business led designer ONanism turns me OFF
Fuck-ON
Off...on..off..on again..no off
2008-09-29 17:59:06

Babylon is a famous club hosting live performances of top artists, national and international ones, from the traditional to the trendy music scene in istanbul. They are using same words "turns istanbul on" for a year.

http://www.flickr.com/photos/13728170@N00/409228819/sizes/m/

http://www.babylon.com.tr/english/
Fatih Gül
2008-10-08 07:59:46

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