Uncoverthe Story The Story Trails & Itineraries City Trails and Itineraries Concepts Economic Development, Transport and Climate Emergency Scrutiny Commission 18th August 2021 Inward Investment and Place Marketing Appendix I Leicester City Council 1 Uncover the Story Trails & Itineraries Overview This presentation includes our initial creative thinking for the Uncover the Story Trails and Itineraries sub-brands, and covers the following areas: • User Journey • Building The Brand • Trails & Itineraries Branding • PDF Style Setters • Revised Itineraries Leicester City Council 2 Leicester City Council Uncover the Story Trails & Itineraries Basic Framework Trails Individual Simple & Itineraries PDFs hosted videos hosted sub-brands on website on You Tube Leicester City Council 3 Uncover the Story Trails & Itineraries C R E A T N H E T T U E AV CRAFTON STREET WEST T CRAFTON STREET WEST S TR A R T LEE STRE H H C R ET M G G TSTREET E A H U EE W W H G L L S A VA ET E F R A W C B A G R I T E K E W T 82 Y S LA NE Highcross S A R R L 81 T Lee Circle The City Trail H T D R E OA E E S E Church Gate F I T D 28 S GLADSTONE STR EET R A A TF E N S E AY T A E S T RO W S M R E E O Lee Circle T N B E Y O N N D All Saints' Church A S L T H D O S K G Mansfield Haymarket R EN S U C E T U B ST Bus Station H M H VA Street RE T T HU ET The user will be able to IG Great Meeting T H U E C nitarian Chapel INE STREET E R ERSK ERSKINE STREET R Typewriter O S T Keys T SS SEWAY LANE DONS TREET E CAU EL E E X T R S T D S E T A BE S E D T G R E R OA S E E Haven L L SU TR T R ER T Haymarket R H SL AO LA E S S VS E T ST I 53 N I E L A Centre L Leicester Progressive T D IN T R C A E S R R O A C H E 35 S A E G C TR SpiritualistS Church E H O L N E N E T E U WN J U 77 T ERST 49 L R RH A RE A B E ROAD N M V DalwoodHubert L HU ON OTSREB R CE T John Lewis C E J A G A M C A T pinch, zoom and scroll to A G R M H LS T C S A E First Travel E E T E L R S K P R B 31 T EN E R T P E E A S U T E N RT T N EE 32 T 22 T E Showcase Leicester 46 ME LBO R S UR K CinemadeLux8 Haymarket T O E NE M 73 EAS R T S Highcross 23 ATE M A G 47 E ShoppingCentre ONE V W St Peter's H Y ERST I see the different range Leicester R T 36 Mooring B 66 A 48 E L L B ES T D S L L A HUM E T S AI Point C T G T M Square 63 R E EE E T ST K Leicester R R 20 Y S G G EE F R S T RT T T I EST Secular Hall S S E E Friars Mill 16 T R A N ATEW YE E O O RS STO E G E ND GA 80 R O R ON E R R Rooftop MBE A NICH RE H U M E T G G S 84 I The Clock Tower H C T L D O NDO T Travelodge G E A T E L E E N S L T R H N 58 18 H N S S S RE Great Central L A S 76 B E T U Phoenix O L E R E C O T R H A G M S of trails at a glance. E Street C A S W W S O 6 S T T I T 1 E E A Phoenix R R T A A S R MI T 3 S R E W DL St Georges F 21 E 75 E Y Post AN E Sporting 2 74 E Y L E D S T Retail Park S 4 C T R E E T T E 68 Rutland R R Success T 7 Office HE ES ET Centre ST E A E T HSTR P S L E HIG 62 S NE Silver Arcade I A 57 AN U L E Guru NanakGurdwara D T M SO U E YE O THAM M Royal Arcade R PTON A BE & Sikh Museum C STRE S RN A E 56 ET E T E E Athena RS TS R TRT 26 ER S 10 27 S TREET SL T E ES A VER G E T ELL Hotel Maiyango W N SIL Malcolm Arcade A Curve O S E LL 15 E O C L High Cross C 30 Leicester Print Workshop JUPITER Odeon Arcade A W QUEEN Monument The Lanes L Orton STREE T BA Jewry Wall P E S ET T ET T R ORD TRE They will then be able to T Museum St Nicholas L RE KE Post E HALF Square HL LeicesterBBC Radio OS S The Market A 24 38 T A Office GT A R R N Church BE T IC E Y N K M 59 E ET E H A E R E Y St Martins C R T A A Jubilee Square T A L T S Guildhall NA E E T W U R S T R S D R E e D Ramada U Squar R D A ALFO N S III P H Encore L AN CLO S E P 45 A U T St George's S RO LE RutlandDuke of M R T E P Ramp Towards Leicester E G L EG S TI Leicester EO R UA SE Cathedral S A King Richard III NS Statue 71 E CL O A 61 42Churchyard ST M Y R O I choose which trail to Stillness D A R L T G Statue City Hall Serbian Orthodox TE H Corn Exchange H O H 29 ES GE N D T Church of St George St Martins TE U G O A Cathedral Gardens L S O 79 R T TI O House E G S AC E E S K LAN T PL G R CO LT O UT RE St NicholasCircle O RE E P EAC C Y RE K ET E TE A O N 64 G TI N L AR E S T ST S O VOS Dye N E V B TOCK N 41 R R E N T Mermaids F T Y R TINE ROAD King RichardIII R M S C AUGU S C E T HA T O S O ST King Richard III Bucket R 9 A E R E C D follow e.g. Roman, 5 S C Archway L S E R Y Visitor Centre AI I S T Holiday Inn W R RE L I I S S SEF TR TE E A plaque T R E S M C 70 HO E TS Mercury Place RE T R E Saibaba Temple 33 LA S The Seamstress T E T Steps S E E Ibis Steps O T Town11Hall E ST AUGUSTINE ROAD NICH R ST U B ST 85 O Square P E O 60 H O T Town Hall H O W S G L S WS H Steps S A E NI BI L Medieval Edwardian etc. T 51 N Central Baptist A NI C R O ET L A G CH S U R G Church A 69 T T O T S IA R R RE FR E 50 L E Moat Community College ATLA U H E E T S G N S CLOS E PL S F E A M ST Methodist Mercure Leicester ST TR T W A N O X N Castle Gardens E SYC R R Church The Grand Hotel EE A C P E O LeicesterRail P A A S O K E Central ET T S O L S TRLI C ET T RE PT T Station Library ST M S T E FF K S R L R L T L L E E A E O E U IN R IR E CT N S P G E V O H T Sports Pitches L O U T E E T L GR T S E E R D Mooring REE Steps AN R O T 19B Leicester City Council AN E T L T O N Ramp Point E N S Customer Service Centre BY N ST WS A T S R M LS TO RE T EE E IL M A M E T T Steps R M E L FO E Premier C A T K R T U Footbridge R R T Inn LS R BL D S PB EL Y C S M St Georges AM NE E T T C L W E R O PA R S E Leicester E H A T S R T TR E E Tower E KS S B TR R Magistrates T A Y T A E The Leicester R AR R E E E ET T T N O H Church of St Mary Court N C S A E C A Central Mosque N T R CH EE The Queen ElizabethII 34 D O de Castro Adult Education 14 A S L R E D K R OSCL T B Little CE I O EN DiamondJubilee S T E Centre O A N Y X RE R L Theatre R O Leisure Centre P ST ET T E VAL Centre D R E V RE S Magazine FO E Dover Street TRE D I T V W O The Y Theatre Steps AT S R Square NEWARKE STREET EL ST ON I 12 John Biggs C W ALA Statue A IS A L ST T B I R E 25 The Magazine O N ET T E Upper Brown ST E R Turret Newarke Houses RE E L T Street E R Museum & Gardens U Newarke T T O Thomas Cook EE T E Gateway P S O Statue R E T ST T R PR Street Leicester S 37 T E A E LGBT A WA T O N O S N G BSue Townsend Ramp E E C L T N Steps East Street Y E N S TO R Centre R LI P AX OTheatre T A S W S 65 R L H N IT H K T H T U N D U O NE U U A S N BA H G SO BR CO R O T THE NEWAR T Leicester T E ET E KE Jain Centre S E E T ST R R RO AD T Rail Station RE R T ST O RK E ET E S E E E S Steps Y STR E OU L T T N N T UGH Holy Cross Priory R T O O H T TO T H L O ORO S AL H NG E G T O RLB K B IO N G I T X W MA N D U V E AT F E D IR ST O E RE U K K O G T T E W O R R R T KE I W L RE ET L E EE S T A O D B R N ST EE NG E L NUD N B E TR LS EARL Y O S NI C S O NORT S S O R A GT T L O S W T R S R E R O O R E L P T E T N N E E YM O S R E E T G G O E S E ST A E SE D CL T D E T T RE S A KE T R ET Leicester T R O AR E Leicester City Council E E 4 R W County Court T E NE TREET N MILL S T D L T A E I Leicester RE UIS T ST S Q E MAR ST ET Crown Court Y E D PE D T RE E EBED S R N B E ISLAND ROAD A T E SE W S B T EV E ET E E R LA N RE O N PR RE N L G T S R L IN S LO L O Y ST ST I L Welford Road E M S G R E XB ET GO R E N A AN T S EG W WA T T N T E AL E H E Museum R L E Uncover the Story Trails & Itineraries The City Trail The creative design, colour palette, use of imagery, length of copy and tone of voice for the series of trails and itineraries should be consistent and reflect the design elements from the Uncover the Story brand to create a clearly identifiable link to the overall campaign.