“Sheffield is” was my take on branding Sheffield, in conjunction with Design Week 3. My idea was to take the best of Sheffield and really promote it around the city as being a culturally diverse and talented city, something for everyone. My hope was this would appeal to “Sheffielders” so they could be proud of where they come from, and people visiting Sheffield would find out there is more to this city than meets the eye.

This would not only be promoted with a number of billboards across the city containing the words you saw above which would act as pieces of public art, a focal point of the city. But it would also be backed up by including business and venues city wide. A simple window sticker on the Crucible promoting “Sheffield is Cultured”. While other interactive boards across the city would display user submitted messages as to what Sheffield is to them, truly inclusive to all.

This project was also tied in with Design Week 3, held in Sheffield each year. “Sheffield is” could adapt to this well, showcased by the flag design and just how versatile it is with the numerous examples displayed left. The main typeface used was one I adapted from Avenir Black, cutting off the edges to try and create a literal play on words as being a cutting edge city. This was a brand that I hoped would not only be adaptable and continually evolving but one that people from Sheffield could be proud of and be a part of.