Now that all of my products for the visual identity were complete I could now move on to the poster campaign that would launch the canteen to the audience and make them aware of its grand opening (so to speak).
The first idea I had for the campaign was to change the stop Covent Garden on the Piccadilly line to Central Diner (the name of the canteen) as that is where the canteen in Transport For London museum can be accessed from the underground. This would only be a promotional activity so it would only be on a temporary basis and it will last for a month, that ideally gives enough of a time period for a large number of underground users to be aware of the campaign, transition and the diner itself. Instead of Covent Garden being announced on the tannoy it will announce Central Diner. The only way one can avoid this is if they have headphones in and they miss the announcement… but even still the stop itself will change so there will be a temporary sign for travellers to be aware of.
Here is how the sign would look.
As you can see the TFL logo hasn’t changed in any way shape or form and the only thing that has is the name of the underground station for promotional purposes only and once the month of advertising is up, the original name will be restored. For this poster I used the original Edward Johnston font that is usually used for all of TFL buses, trains, trams etc.
Once I had designed the posters I put them into practice using different formats to see how it would act as part of the campaign, so I put the poster on the underground escalators and I also put it in a magazine for you to see how the audience will view the posters.
Here are the examples below:
This is how the posters would look once implemented.
The idea for my second poster was based upon my the research that had initially informed my logo designs and the rest of the products. The idea came from steam locomotives that were on the Metropolitan Railway and the Metropolitan District Railway first underground railways in London. The world’s first underground railway opened in January 1863 between destinations Paddington (Bishop’s Road and Farringdon street (now part of the circle line).
Based on that date (1863) I thought it would be a good idea to communicate the year of the opening of world’s first underground railway where the steam locomotives travelled through. So the poster would initially just have the date 1863 with the tagline (Transport Your Taste Buds) but travellers, viewers and the audience in general will be able to research up on the date when they see it because I’m sure if you just see a poster stating 1863 you would want to know why right?… Well i would. One of the posters will include a hashtag meaning a discussion on the date can circulate via the internet and social networking site Twitter. This can potentially expand the audience awareness as more people will begin to know what the date means and speard it to inform others.
From here I took pictures of the canteen at my university again just to demonstrate what it could potentially look like if it were for real.
These were the pictures I had to choose from to be on the poster itself.
Here are the initial designs for the posters based on all the photos of the canteen I took I had taken and the date 1863 that would start this campaign.
Here i was just playing with the layout whether I wanted it landscape or portrait, the colour of the background and the numbers itself I wouldn’t want it to detract too much from what is supposed to be shown in the poster and what the audience are meant to see in terms of visuals. I would still like them to see the year 1863 and of course the actual canteen because that’s where they will be eating!
Based on all the experiements (i wanted to show) with layout and colour I decided to settle for these designs for the final poster.
Those are the final designs of the poster I settled on in the end, you can still see the background and you can see the numbers of the date whether its portrait or landscape and I think it communicates the idea of history in particular relation to the date. You would see a date and then question What’s that for, what’s with the numbers etc..
Here is how the designs looked implemented.
Put into practice you can guage how it would look like in reality hope you like it 🙂