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Rethink. Proud Creative Icon Magazine

An identity for the Rhyl regeneration project

From commission through to print, the team at Proud Creative were a pleasure to work with, going far beyond what was expected of them. The Rhyl Rethink was not only fun, it was well researched, clearly reasoned and backed up by great execution. Overall it was just a really good idea! Shazia Chaudhry Art Editor, Icon magazine

iconeye.com

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Rethinking the identity of a British seaside town seemed like a great challenge: often slightly down-at-heal, it seems a renaissance is (over)due. We’ve all got real concerns about the ecological footprint of cheap flights and a desire to keep it local (boosting both local and national economies). There are various Welsh links at the Proud studio, which led us to Rhyl, in North Wales.

Map courtesy of Google

An identity for the Rhyl regeneration project

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The identity system is modular and based on a single shape: a skewed rectangle, taken from the angle of the Rhyl coastline. From this single form we’ve created a series of repeat patterns that become the graphic language that is applied to key sites in the regeneration scheme.

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Our colour palette is warm, optimistic and reminiscent of the great British seaside holiday. We’ve introduced a touch of nostalgia as a reminder that this once bustling tourist resort can be great again. Above the warm sunny tones is one primary brand colour: though used in very small quantities, the red asserts a strong Welsh connection.

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The patterns are designed to appeal to a broad demographic, conveying elements of wind, energy, waves and play. Full colour patterns are used in the wider context of promoting Rhyl, and the two colour patterns are site specific.

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Two colour patterns are applied to venue specific information cards. They are designed to work individually, together as a set, or as part of a multi venue pass.

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An identity for the Rhyl regeneration project

TAMP

HEULFAN Y RHYL SUNCENTRE SKYTOWER SKYTOWER DAY PASS

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TWR ˆ AWYR SKYTOWER

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Come rain or shine there’s always a warm welcome at the Rhyl Suncentre, north wales. The original and best attraction for fun and swimming in North Wales.

The observation gyro tower has been in operation since 1993 and reaches 240 ft. Rotating as it lifts giving you amazing views of the bay, wind farm and even the Mount Snowdon.

rhylsuncentre.co.uk

rhylskytower.co.uk

CANOLFAN Y NOVA NOVA CENTRE

Y GANOLFAN FOWLIO BOWLS CENTRE

The Nova Centre has close proximity to the Offas Dyke national trail. The beaches and promenade stretch for about four miles making it perfect for cycling, playing or a gentle stroll.

North Wales’ best kept secret, players of all standards and spectators welcome. As well as our famous warm and friendly atmosphere, we have free parking, a licenenced bar and restaurant. This ticket price includes equipment hire.

novacentre.co.uk

rhylbowlscentre.co.uk

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Regeneration projects are slowly improving the area: the ‘broken windows’ theory suggests maintaining an urban environment prevents further decay and vandalism. However, Rhyl still needs a strong sense of identity and a cohesive approach that will unify the look of the town’s main attractions and visitor experience.

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For us, a branding project is never just about a lick of paint: ironically, in this case, it’s been our starting point.

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Proud Creative + 44 (0)20 7729 6170 hello@proudcreative.com proudcreative.com With thanks Jon Rowlandson Alison Haigh David Lowbridge Dyl Griffith Shazia Chaudhry

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