We wanted to unearth the Fruit Market’s rich history, and reflect the artistic spirit and can-do attitude of the locals, the area and Hull as a whole. We wanted to show people that this small, humble place has huge potential.
A big part of the campaign was guerilla marketing. We wanted to bring the brand to life and make statements with visual markers and branding identifiers. Posters, stickers, murals and commissioning a spray team to paint the new branding on walls, buildings and hoardings, echoed this cultural quarter's do-it-yourself attitude.
We used colour with confidence to form a striking, provocative and modern palette. We also developed a clean, simple, modern style using a block stencil typeface complemented by a subtle sans serif typeface. This helped set the style for the new, lively interpretation of what came before.
We brought the brand online with a marketing website with a directory for all the latest events and local business listings. It also serves to capture residential and commercial investment enquiries.
We also designed a pop-up shop at Hull’s Freedom Festival that helped generate lots of residential sales leads.