In Detail

The Brief

Project Scope

Campaign concept
Graphic design
Solus distribution

Nottingham Independent bag
Nottingham Independent logo

A citywide campaign, run through the consumer facing brand ‘It’s in Nottingham’ to raise awareness for and promote the city’s diverse and unique independent businesses, and celebrate Nottingham’s entrepreneurial culture.

Following a competitive tender, Abstrakt was appointed by Nottingham Business Improvement District to provide end-to-end delivery of the 2016 Independents Campaign, a summer long marketing campaign to celebrate and promote the independent businesses that make the city unique.

The project was complex with a wide variety of partners and stakeholders and an extensive list of project deliverables.

Poster hanging up
What we did

The Solution

From our understanding of the project and how it was growing and evolving, we believed that there was scope to take an innovative and unique approach to the 2016 campaign, in order to deliver a meaningful, creative and engaging solution that resonated with the Nottingham public and really represented the vision, values and ethos of Nottingham's independent businesses.

Vote Card
Pictures of Nottingham

Our campaign concept was firmly rooted around the idea that Nottingham's Independents are part of the heartbeat of the city, giving it much of its energy and personality, carving out its identity and giving it a creative edge over other cities.

We developed a 'stamp' logo marque that embodies the spirit of Nottingham's independent businesses; bold, strong, proudly and fiercely independent. The logo marque was front and centre of the campaign and was used independently as well as part of the overall identity. We captured the essence of Nottingham's many clusters of independent businesses through the creation of a suite of engaging photography of the city combined with strong messaging and a bright, bold design style.

Magazine open
In Numbers

The Result

The campaign culminated in the announcement of the winner of the independents voting competition and a one day festival at the end of the summer to increase footfall into the independent clusters. Not only was online voting up significantly on last year but the festival was a tremendous success and is now set to be an annual event in the Nottingham calendar.

Nottingham Bunting
Kind words

“Abstrakt have developed, designed and brought to life our most recent campaign to support independent businesses in the city. Throughout the whole process Abstrakt have not only understood our objectives of the campaign they have  implemented this through beautiful, simple design. As a client I feel as if I am listened to and understood and from the brand identity selection to the final sign offs of our collateral I feel as if Abstrakt have become part of our team and strive for the overall success of our campaign.”

Natalie Dickson - Nottingham Bid