Pencilled in

Following on from the shortlist, here are some initial logo sketches for seek, inquisitor and eyeball. At this stage, I think the first two names lend themselves rather easily to the creation of logotypes, while I find myself gravitating towards more of a symbol-led logo for eyeball.

More development ensues!

Making the shortlist

How should one go about conjuring a name for a service that deals with alternative London? 

Branching out from themes like secret, break, alternative, time, movement, and area (it's very tempting to want to continue this exercise indefinitely), I decided to shortlist three to proceed with – chosen to convey the notion of discovering or focusing:

• eyeball

• seek

• inquisitor     

Coming up next... logo development for the shortlist!

Presenting...The official brief

Brief
To promote a service that showcases 'alternative' London events/venues offering eccentric, off-beat experiences in the city

Challenge
• to create a visually rich user experience
• to create paper-based interaction

Insight
London's vibrant culture offers abundant opportunities to experience the unexpected, exciting and unusual.
• Not many people know where or how to start looking for such experiences however. 
• There is a certain thrill that accompanies a new discovery followed by an eagerness to share it with friends.

The big idea
Central to the theme of this service is the ability to discover new encounters, and I'd like to capture this in the spirit of an amateur sleuth investigating promising leads on a mission. I'm also interested in utilising different channels of delivery within the campaign.

Ideally, this would result in interactive postcards that would reveal hidden messages, enticing recipients to learn more about the service. The augmented reality application similarly reveals the (previously unexpected) events/venues in London locations to users via their mobiles. Online, users will have the option to add on their own 'alternative networks' to either share with the public or simply with their own friends.

Primary target audience
25-40 year old Londoners tired of the same haunts and looking for something new/novel.

Communication channels
Integrated campaign
• series of postcards that need to be 'decoded' (can be re-posted to friends to share)
• mobile/web application utilising augmented reality with the option to customise networks (simultaneously generating alternative maps of London)