Glasgow Waters

Preparing a waterside regeneration project for the future.

Background

A new vision for Glasgow, one of many ‘waters’ dockside regeneration schemes. The plan for the former dockland involves vast investment in infrastructure, waterfront homes, retail and leisure - with plans for a commercial district. Seeking to be a major destination on the River Clyde.

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Goal for the project

Now that Glasgow Waters has come towards a new phase of its progression, it was deemed suitable for the project to have its own brand identity. A primary reason for the development was due to an increased regularity in front facing planning, investor pitches and future partnership activity. Which would then develop from a B2B approach, to B2C as the project neared a conclusive state, with established neighbourhoods and attractions.

Rendered CGI showing the future Therme Spa development at Glasgow Waters

View over the River Clyde

Defining the matriarchal spirit

After the initial briefing brought to us by our Creative Director, I personally thought it would be useful to define the key personality type brought forward for the project. The key word being ‘Matriarch’.

To better understand the spirit associated with a Matriarch, I decided to try a new idea generation method, which I found extremely helpful for my thought processes.

The defining activity starts with writing the definition of the word being explored. Then generating buzz words from an image, I applied these theories to ‘Matriarch’. The lesson was to pay attention to what you’re feeling, and to create themes based upon the emotions I experienced. Developing further from this theme, verbs and nouns can be used in tandem to help flesh out multiple avenues, to be explored as a visual vehicle to more final design routes.

Logo development

Early sketches

Four logos from my personal development. The two logos shown on the left-hand side were chosen to be developed further.

Chosen brand route

The logo contains its elements within a semi-circular shape, this is to reference the horizon as you look down the River Clyde. I wanted to show an initial sense of tranquility and stability.

The top wave shows the horizon. Within the lower space, two further waves intersect to create an interpretation of the Scottish flag. We wanted to show that the scheme is proud to be rooted in Scotland, putting Scottish interests first, pushing for growth and celebrating Glasgow’s culture.

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Brand colours

We wanted to choose colours that were understanding of the Scottish national colours, while considering existing colour schemes from previous ‘Waters’ brands, such as Wirral Waters and Liverpool Waters.

Icons are to be used sparingly. They can be used alongside the ‘wave’ identifier to show different variations of the Glasweigen waterfront. These are key to warming the brand, especially when targeting a more B2C audience.

At this time however, the brand has been intentionally designed for a B2B audience, as the development is still in its early stages. The ability to warm the brand alllows room to evolve as the project moves forward.

Outcome

I was very happy with how the initial brand turned out. It’s a shame not to have a vast selection of photography at this time, but the project is still in an infancy.

However, the brand is able to demonstrate the intention for the site, as well as show the commitment to delivering on its promises. Peel L&P, the parent company for the project, is showing a consistent track record of delivery, and Glasgow Waters is no exception.

The challenge when creating these ‘Waters’ identities is representing the vision intended for the scheme. In a stage such as this, CGI and people-centric imagery is imperative to help illustrate the future. I believe we were still able to visualise the intended ‘feel’ through stock imagery for the time-being.

For the present, many materials will be designed up for the development team to maintain partnerships and entice new investment.

The brand identity for Glasgow Waters will be fully rolled out in 2024.

Credits

Zoe Nixon, Associate Director - Brand, Creative & Digital • Anita Jolley, Head of Sales • Kirsty Godrich, Head of Marketing • Joe Luk, Creative Lead • Tom Pearson, Junior Designer • Woodscape (supplier)

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