Leicester is a Midlands city with a boring image and a reputation for high unemployment. This project needed to present a city of opportunities and attract young families on the move.


Research uncovered distinctive aspects of local language and culture, like abbreviated speech, a unique sense of humour and even a “That’s Well Leicester” viral video.


Having chosen the keywords vernacular, abbreviated, pieced together, and self-aware, I built on those organic aspects of Leicester’s life to create bright, fresh city branding.


I’m available for freelance design work.

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