Urban Regeneration

 Urban regeneration, which can also be called Urban Renewal, takes place when the physical, social and economic characteristics of run down urban areas have been rebuilt as part of a strategic plan to improve an area. Housing, industrial locations and dock side developments are typical regeneration projects. Urban regeneration typically goes beyond the redevelopment of the physical area of a location and will tackle the social and economic activity there as well. As a consequence urban regeneration projects are radical interventions requiring substantial economic contribution from both the public and private sector.

Source :  http://www.urbanregeneration.net/

 

Urban Regeneration Project

New project, I have been commissioned to create the graphic design for the promotion of the London Road Brighton project. A fictitious regeneration project. I have to develop a consistent visual language across a range of print pieces, using typography and a graphic style in a way that creates a visually coherent campaign. I have to produce a folding leaflet which promotes the project overall combining text and images, and a series of at least three magazine ads or posters which focus on a specific aspect of what’s on offer in the zone (such as a bar, the hotel and the flats). The ads are for distribution as full page ads in relevant magazines including Time Out in London and Latest 7 in Brighton. The posters are to be placed in London and Brighton bus stops and train stations, and London Tube stations. You will need to create these print pieces at suitable aspect ratios and mock them up into a photo of a location or magazine to show their impact in situ. 

This kind of regeneration has slowed right down in the current recession, but for this assignment I have to imagine that London Road Brighton is being redeveloped into a gentrified urban center attractive to the young and single or couples without children. Flats, bars, restaurants, shops, a hotel and a club / music venue are designed to be attractive to the target market of 18 – 39 year old well off students and professionals.

I have to devise the concept for my campaign (inspiration, imagery, tag line, colour, font, layout etc) from research and design development processes including brainstorms, mood boards, sketches, mock-ups etc and pitch this concept to the group and my tutors for discussion. My design development work will be shown in my sketchbook.