100 Days of Creativity – Brand & Design Brief

05 February 2024

We are looking for a Birmingham-based agency to work with us to bring a new and important summer campaign for the city to life.

What is 100 Days of Creativity?

The city needs a low-cost, high-impact route forward to draw together a summer’s worth of rich creative programming in order to maximise the opportunities and benefits for everyone. We want to shout loudly and proudly about everything that is going on in the city, to send a clear message that Birmingham is still a creative & innovative city, a great place to live, work & play!

100 Days Of Creativity will be a city-wide celebration of creativity, with a particular focus (although not an exclusive focus) on city-centre spaces and venues. 

100 Days Of Creativity will not primarily be about commissioning new work or events, instead it will be about curating, badging up and promoting a line-up of existing/planned creative activities from a wide range of partners that are programming in the 100 days from 19 May – 26 August. 

Any organisation, large or small, be it a volunteer led society, an NPO or a local creative business will be invited to be part of this collaborative campaign. 

There will be a simple way for organisations to submit event and activity information and if it fits the criteria that we will outline then it will be uploaded to the Visit Birmingham website and included in the 100 Days of Creativity programme.

Every participating organisation will be asked to help amplify by sharing information on 100 Days Of Creativity on their website and social platforms, using the brand toolkit that we will create. This sharing element will be compulsory in order to be included in the programme as the collaborative amplification is what will make this initiative work for the city as a whole. 

This is the first of the City Curator projects. You can find out more about the City Curator here: https://colmorebusinessdistrict.com/projects/city-curator/

What are we looking to create?

Visual Identity 

We want to create a simple visual identity for 100 Days Of Creativity, including the following outputs:

  • Logo
  • Typography
  • Colour Palette

Brand Guidelines

We want to create some very simple brand guidelines to support our partner organisations in using the 100 Days of Creativity logo and to help ensure we are unified in our approach to sharing the campaign with our audiences. We anticipate this being quite light touch, more focused on visuals, and very easy to digest.

Key Shareable Digital Assets

We want to create a number of key assets that can be shared by us and our partners to highlight the 100 Days of Creativity. We are looking to create a mix of editable and non-editable assets. The editable assets are to allow partner organisations to easily add the 100 Day Campaign logo to their own visual content. 

  • 1 social asset in multiple formats/sizes (Instagram Stories / Instagram Grid Posts / X / Facebook)
  • 1 video/animation (using the existing Visit Birmingham video library) to explain/announce the campaign
  • 1 editable Instagram story asset that will allow us to count each day, 1 – 100 and share what’s on that day visually
  • 1 editable Instagram asset in two sizes to share with partners for their use (Stories / Grid)
  • 1 editable A4 poster template
  • 3 editable website banners to allow us to rotate assets and reflect different venues/events
  • 1 window sticker (for use in venue windows to show they are participating)
  • 1 postcard
  • 1 email asset for Visit Birmingham Newsletter 

What is the timeline?

Submission deadline: 14 February

Interviews (if required): 19 February

Decision / Appointment: 21 February

Visual Identity & Brand Guidelines Ready: 8 March

Key Shareable Digital Assets Ready: 22 March

What is the budget?

Up to £6,000 (funded by the UK Shared Prosperity Fund).

Join the mission?

The deadline to submit proposals has now passed.

image001 100 Days Of Creativity - Programme Co-ordinator

The UK Shared Prosperity Fund is a central pillar of the UK government’s Levelling Up agenda and provides £2.6 billion of funding for local investment by March 2025. The Fund aims to improve pride in place and increase life chances across the UK investing in communities and place, supporting local business, and people and skills. For more information, visit https://www.gov.uk/government/publications/uk-shared-prosperity-fund-prospectus