Campbell Hay evolve Islington Design District’s identity with a fresh 3D-focused update for 2022

Returning for its second year at 2022’s London Design Festival, Islington Design District is bigger and better than ever before, bringing together a diverse range of local talent and international brands around the theme of ‘Design Journeys.’ The 2022 edition brings with it an updated look, provided once again by London-based brand consultancy Campbell Hay. Key visual elements make a comeback, such as the fresh and vibrant shade of purple, alongside the distinctive type pairing of Neue Haas Grotesk and Typefaces of The Temporary State’s Panama. Whilst retaining the familiarity from last year’s work, the updated campaign identity for 2022 introduces a greater emphasis on motion design with 3D abstract graphics. The shifting forms,that depict materials such as metal and glass, take inspiration from the theme – visualising the process of creation: when abstract ideas come to form. We spoke to Campbell Hay’s Design Lead Wai Ming Ng once again to get an insight into the thinking behind this year’s 3D and motion-driven approach. “We wanted to continue working with motion like we did last year as it is mainly a digital/screen-based campaign,” he tells us. “As with the 2021 campaign we have used the work from the various IDD partners as a starting point, but we evolved it from 2D shapes to 3D objects.”