01
BRIEF As Scotland will be voting for Independence this year The Beautiful Meme have set us the brief of redesigning the Union Jack. This will mean, essentially, removing the St Andrews Flag from the current iteration but the brief will also extend into how the campaign could evolve and how the new branding could be used across Britain’s media.
U N I O N J A C K
T H E B E A U T I F U L M E M E
BRANDING & PROMOTION
BRIEF
02
RESEARCH The main application of the Union Jack is during sporting and community events. It represents the people of Britain working together. It embodies everything that is typically British, and everything that is typically British originates from the people.
U N I O N J A C K
This is what I think the flag should be redesigned to stand for, rather than signifying the union of 2 or 3 countries it should symbolise engaging in community, supporting each other and embracing what it means to be British.
T H E B E A U T I F U L M E M E
BRANDING & PROMOTION
RESEARCH
03
R AT I O N A L E
DEVELOPMENT
CONCEPT
As was explained at the briefing for this project there are two ways to approach this brief: revolutionary or evolutionary.
Knowing that I wanted to build upon the current flag I began rearranging the constituent parts of the flag and realised that the lines could be arranged to appear as if they are placed on top of one another. Also if the lines were made the same thickness a tessellating pattern could be made from multiple flags.
The current Union Jack is made up of flags placed on top of one another suggesting a hierarchy. This reincarnation of the flag removes this and combines the components of each flag to suggest equality and strength.
I think that if this were to actually be the new Union Jack it would have to be evolutionary considering that the audience is the entire population and it needs to remain identifiable as Britain. The new iteration should be a development from the current flag but obviously a new and improved one.
U N I O N J A C K
After having a crit with The Beautiful Meme they thought that the idea of designing the flag so it could be tessellated was strong and would work well for sporting events/ tourist items etc. They suggested that the lines could look as though they are more obviously reinforcing one another.
T H E B E A U T I F U L M E M E
BRANDING & PROMOTION
I wanted the new flag to promote community and support, to capitalise on this the flag has been designed to tessellate with each other to create a large scale, woven pattern.
CONCEPT & DEVELOPMENT
03
IDENTITY This is my suggested new design and the initial campaign that will support it. To emphasise the overlapping of the lines I have added shadows which will also make the flag more suited to digital mediums. The campaign is aimed at prompting community
U N I O N J A C K
spirit and people working together. This will be emphasised by promotional animations of the flag lines forming football nets, chain mail, fishing nets etc. to explain how it is people working together and helping each other out that make Britain so great.
T H E B E A U T I F U L M E M E
BRANDING & PROMOTION
BRANDING
04
C A M PA I G N The entire campaign will be based around the tag line: ‘Stronger Together’, and will be visually based on the flag lines overlapping and reinforcing one another. The campaign would go on to include digital, film and animation that would exist online- putting the lines into motion creating a strong mesh. In terms of print the campaign will take up entire billboards and would feature endorsement from well loved British celebrities and sports personalities.
U N I O N J A C K
T H E B E A U T I F U L M E M E
BRANDING & PROMOTION
FINAL OUTCOMES
05
U N I O N J A C K
T H E B E A U T I F U L M E M E
BRANDING & PROMOTION
FINAL OUTCOMES