News

14.10.04 | Spitalfields campaign

New identity and marketing launch begins new era for retail in Spitalfields

London, October 14th 2004 - Bostock and Pollitt, the independent design and communications consultancy, has created a new campaign for the Spitalfields retail development next to the site of Old Spitalfields Market. Hoardings featuring the new creative mark the start of the campaign this week.

Bostock and Pollitt were appointed by Spitalfields Development Group, Hammerson plc and The Corporation of London in May. The key objective for the campaign was to communicate the heritage, creativity and diversity of the area and create a vision of its future for prospective retailers, City workers, local inhabitants and visitors. Reflecting the business traditions of the area the intention is to attract independent retailers.

The campaign is based around a new identity 'my, your, our Spitalfields' which draws together the community and business life of Spitalfields today to create a different type of retail offer.

A retail leasing brochure forms the first phase of the campaign. The brochure is structured around the 'my, your, our Spitalfields' identity - the first section 'my Spitalfields' about people who have a connection with the area - businessmen, visitors, stallholders, restaurateurs; the second section 'your Spitalfields' about the offer to the client including transport and demographics and the third section 'our Spitalfields' about creating a better future.

Bostock and Pollitt answered the brief by exploring the area's heritage for inspiration and also by applying a contemporary graphic language and commissioning a simple engaging photographic approach to communicate the Spitalfields of today. Pat Glover, senior designer at Bostock and Pollitt commented, "The original reference points for the design came both from the historic Huguenot silk weaving community, and the more contemporary craft and fashion influences of modern day Spitalfields. The idea of fabric being woven together reflects the bringing together of different cultures in the area." He added: "the paper and printing process used add to the feeling of craftsmanship in the product. The cover uses a new type of paper backed material called flax print and there's a different paper stock for each of the three sections within the brochure."

The photography was shot by John Spinks who had undertaken a student project in the area whilst studying for his degree. "We commissioned John because of his natural and very simple way of approaching portraiture," said Rebecca Oliver, Account Director, "There is no sense of him being an 'outsider looking in' more a feeling of somebody who genuinely connects with the area and its people - and that is a vital part of the campaign."