Unlocking London by tube

Abstract

Lingwood was appointed Senior Designer by Interbrand (international branding consultancy division of Omnicom) to design and produce ‘Unlocking London – by tube’ for London Underground (client: Paul Amlani-Hatcher, Head of Marketing – Surface Transport, Transport for London). This project aspired to explicate and define the company’s brand vision, mission and operational implications through historical research and brand communications recommendations. Interbrand facilitated London Underground in the development of a Creative Philosophy – a benchmark for all company communications that focused on gauging the success of all produced materials. The project team included Creative Director, A.Payne and several designers. Lingwood was engaged to undertake the historical research and analysis of London Underground’s rich design history and subsequent delivery through the design and content of the publication, ‘Unlocking London – by Tube’. The realisation of the project required the research and detailed understanding of all aspects of London Underground’s business and internal communications. The completed 60-page book aspired to be an informative, entertaining and engaging piece of print that demonstrated original thinking and distinction from internal communication design conventions. Its changeable cover and oversized rubber Travelcard wallet contained a poster that incorporated a CD-ROM that transformed the book into a fully interactive brand manual for London Underground