Case for Cities

Visual identity for A Case for Cities, a campaign and report advocating for unrestricted expansion of smaller UK cities. Many of these cities are currently held back by outdated boundaries defined a generation ago.

We were tasked with creating a visual language that captures the opportunity to unlock the untapped potential of these urban growth engines. The new identity needed to reflect this push for progress while also celebrating the unique character of each region.

Our solution was a generative system that samples its color palette directly from each studied region's official flag, translating those into bespoke vertical block patterns reminiscent of rising city skylines to communicate urban growth and upward momentum. This system of color gradients was seamlessly applied to surrounding materials, breathing life into the maps and graphs within the report.