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Young People’s What’s On
Camden Activity zone - a colourful design solution with youth appeal.
Client brief
Camden wanted a portal to allow Young People in Camden to access a wealth of information particular to themselves. It needed to fit into the existing What's On site, as opposed to a stand-alone microsite. It would also benefit from a far more youthful look and feel that would appeal to the desired audience.
Jane Williams‘Playne Creative worked flexibly with us to develop a solution that has received positive feedback from children, young people and parents.’
London Borough of Camden
Our response
Playne Creative designed a bright vibrant area to encourage young people to access a wealth of information about Camden. We designed it so that it would integrate seamlessly into the rest of the What's On site, thus providing young people within Camden with their own portal to relevant information – to easily discover what is happening in their own borough.
From our research we found the younger kids prefer busy pages with bright acidic colours whereas teens tended to prefer to be treated like adults, thus responding better to more toned-down colours.
We needed the designs to be visually interesting to both kids and teenagers. So we created a bright vibrant logo which would appeal to both groups.
We balanced the primary colours by toning down the tinted panels. This enabled the finished portal to fit in with the rest of What's On site, appeal to both kids and teens and for the information to still be highly accessible and fit it with Camden’s overall visual identity.
Playne Creative’s services included consultation, attending focus groups, developing the visual identity, design development and template build.
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