The brief was to use a big, prominent hoarding space in Victoria to promote the area. A typeface of illuminated letters was designed, with each letter telling a different story for passers-by to discover. We wanted to end up with a visually rich and eclectic set of letters to sum up the area: a mix of past, present and future, heritage, culture, art, green spaces and wildlife. The style of each letter was inspired by the particular story being told. We decided the execution could be photographic, illustrative or graphic, depending on what best communicated it in a visually engaging way.
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