British Council Builds Transatlantic Relationships Through Network Initiative

Launching a New, High Profile Initiative for Demanding Audience

The Transatlantic Network 2020 (TN2020) initiative aims at building effective networks among individuals across the Atlantic. The British Council commissioned a poll of European countries, the United States and Canada to understand how Europeans and North Americans see each other, and how these perceptions influence levels of enthusiasm for transatlantic cooperation. The goal was to foster transatlantic relationships and networks among students and thought leaders in the United Kingdom, Europe, Canada and the United States. The initiative is aimed at a young, demanding audience who is media and design savvy. The British Council staff had a clear idea of the direction they wanted to take, but they needed help getting there.

The Highlights

The two-month-long project included a visual identity study, design and implementation. Since then, it has grown to include new conference materials and additional needs.

Street Art Gets a New Life in Global Campaign

Belmont launched the design process by using style tiles. The client had a strong visual idea to pull the Transatlantic Network 2020 community together and Belmont expanded upon it. The first meeting explored all the ways to accomplish the project’s stated goals within set parameters. This first brainstorming session led to four distinct style tiles, each showing on the main ideas with visual implementations. This became the creative thought behind the campaign, the essence that would drive the design and campaign. Client collaboration was key to the project’s success.

Building Products with Brand Essence for Flexibility

Belmont spent two solid weeks conceptualizing the visual design before actually laying out the content. It was a rigorous process of tweaking ideas and refining the visuals within a relatively short time period. The initial project was a book that would be distributed at the launch of the TN2020 initiative at a conference in Berlin. The book contained research that showed how each country viewed the others and how those views influence behavior. The book also included a series of essays from thought leaders in the U.S. and UK about issues facing their lives. This book was part of a comprehensive approach to help create the TN2020 identity so that other products could be designed rapidly while still adhering to the brand identity.

All of the materials from the book to the leaflet to banners and tote bags were designed in such a way that they could carry through other scheduled conferences. They were inspired by protest graphics using constructivism, bold lino-cut lettering, kitchen table techniques, direct style and were visually arresting. Belmont focused not on the specific product being designed but on the broader purpose. This initiative was developed using all the rules of branding and followed the same process of discovery, concepting, creative and delivery. Belmont even created a toolkit to be used when designing in-country promotional materials. This document aids designers around the world who are working on initiative projects.

Belmont worked in tandem with The British Council’s public relations agency throughout the project. The lead publication is reminiscent of activist newsprints, which is a familiar genre for the participants.

Expanding Campaign Brand for Future Products

Since the Berlin conference, the TN2020 initiative has grown and Belmont is hard at work preparing for other conferences and ancillary products.

"This was a brand new project and high profile. There were lots of expectations attached to it," says Jacqui Allan. "It launched in March, and since then the project has grown and grown. I have received numerous comments across 18 different countries about feel of the design and images. We are finding new uses for this project than I thought when I first approached Belmont."

Approached to design one large brochure, Belmont ended up creating brand guidelines and a style toolkit, a leaflet, pop up banners, web graphics, facebook graphics, and is continuing the partnership through end of this year to prepare for another conference.

"All of this was unexpected when I first started. I was trying to reach a reasonably young audience of 20 something to young 30 year olds. This audience is extremely professional and design savvy. They have high expectations from design work and have even designed things themselves. Even with these demanding conditions, I have received numerous compliments on the design of the materials," Jacqui Allan says.

Event pieces include social media, screen-printed individual totes, conference-specific materials and personalized participant cards.