Igloo 1

Development branding, design identity and phase 1 web site Land South of Roath Basin, Cardiff Bay Client igloo Regeneration & Welsh Assembly Government Project Land South of Roath Basin: development branding, design identity and phase 1

web site Delivery October to November 2010 About igloo Igloo, an Aviva Investors property fund, develops and invests in mixed-use real estate in the UK’s top 20 cities. Our development activities are guided by a pioneering Sustainable Investment policy, Footprint. In a nutshell, Footprint ensures that our developments are delivered in a way that respects the environment, that catalyses further investment and opportunity, that champions great design and that ultimately prioritises the people who will come into contact with our projects – their health, well being and happiness. A high profile Footprint Committee chaired by Jonathan Porritt makes certain we deliver on our promises. Background and Context At Land south of Roath Basin in Cardiff Bay, Igloo is working in partnership with Welsh Assembly Government. The project area at Cardiff Bay represents one of the most significant waterside developments in the UK. The plans, now under way, will transform brown field land in the Inner Harbour area to create new sustainable commercial space and (eventually) low energy homes. The development masterplan, anchored by the (under construction) BBC Drama Village, paves the way for the development of commercial property targeted principally at the digital media, creative and technology sectors, providing high quality space where like-minded businesses can cluster – from the very small start-up to the very large established brands. Designed to be sustainable in both the development and occupational phases, we will be developing to the highest standards, drawing on the experience of some of the best designers and architects across Europe. Key features include:

• Waterfront location • Creative mixed use community • 1000 new sustainable homes, including ‘affordable’ properties • 1 million sq ft commercial space

Igloo 2

• 160,000 sq ft BBC production studios • Digital Media Centre • Retail and leisure • Public realm and community spaces • Design and sustainability showcase

Branding and marketing objectives Igloo, with our principle partners the Welsh Assembly Government, are developing a marketing strategy for the whole development area. Key to this is the branding of the place we create, and its name. The working name currently being used is Land South of Roath Basin: Roath Basin being the historic name of the adjacent basin. Ultimately there will be three tiers of branding. At the top level, the job has been done for us. The Igloo site sits within the well established context of Cardiff Bay which has achieved recognition within the region, and indeed nationally and internationally. But, beneath this, the development area needs its own identity at the sub-area, local neighborhood level. This is the key task for now. Then, in time, brand names will need to drill down to the micro level of individual buildings and streets in that neighborhood. So, while the area level brand name is priority, we must remain mindful of the vertical links to current high level and future micro level brand naming. Key Challenges The brand name of the development area will be one of the most important factors in creating a genuine and long lasting identity for this important area of Cardiff Bay. This brief reflects the need to quickly establish this identity and to deliver the first iteration of key marketing tools including an initial web site supported by a simple Content Management System and typographic and design identifies for producing digital marketing brochures and other resources. The key challenges you will need to consider include:

• Realism – how the name reflects the history, the geography and the human story of the site

• Language –balancing Welsh language heritage with effective day-to-day English communication

• The bigger picture – how the name fits into the well established brand of ‘Cardiff Bay’ • The future – ensuring the name stands the test of time • Appeal – to our target markets (both commercial and eventually residential) and local

residents and stakeholders • Aspiration – how the identity of the area will be marketed locally, regionally, nationally

and internationally The Task We are looking to appoint a team to work with us to design a brand and produce the first marketing materials for our development area and, depending on the success of this element, potentially to play a role in future marketing and communication commissions as the development expands in future years.

Igloo 3

Right now that means we are looking for you to undertake the following key tasks within a capped budget of £25,000 + VAT.

1. Propose options and a recommendation to the project board for the development brand. 2. Develop a design identity for the chosen name and produce it in a wide range of digital

formats for application across a range of promotional materials. E.g. site signage, literature / sales, advertising, internet and e-marketing, video.,

3. Develop a simple, but expandable web site utilizing the new brand identity and working closely with the client, produce copy and images to provide home page and information data relating to commercial opportunities, lettings, links to BBC, links to local communities, events and activities on the site, contact information, links to social networking media and sign-up pages for information . This should be supported by an easy to use and cost-effective (to host and maintain) content management system, all of which should be suitable embedded with search engine optimization and other tools to increase traffic to the web site. The site should support a bilingual approach at all levels of functionality.

What you need to do now…. If you are interested in undertaking this project for igloo, we require the following:

1. Tell us how you would go about proposing a brand identity (or a number of names for consideration) for the development area. What would be your process? Who would you involve? Can you deliver in the timescale? What relevant experience do you have?

2. Tell us how you would approach the web site and give relevant examples of your own work that illustrate this.

3. Tell us how you will meet our tough timescale and budgets and exactly who will work on the project and when. Include hourly rates and a schedule of tasks and allocated time.

4. Provide this information on not more than 8 sides of A4. Please do not include other marketing brochures, discs or other supporting information.

Timescale Submission of proposals by 6.00 pm (email only) Wednesday 29th September 2010 Interview date: Friday 1st October 2010 Appointment: W/c 4th October 2010 Brand options submitted by Friday 29th October 2010 Web site operational by Tuesday 30th November Selection criteria and panel Response to brief 50% Experience and capability 25% Value for money 25% The panel will include Mark Hallett (igloo), Toby Hyam (igloo), John Karseras (Welsh Assembly Government) and Ruth Stockley (Welsh Assembly Government). Questions should be directed to Toby Hyam (address below) by email only. All bids should be submitted to Toby Hyam by email as either PDF or Word documents. Email: toby@creativespaceman.com

Igloo 4

Note Bids for this work will be considered based on the criteria outlined above. Our decision in selecting the winning bid will be final. We reserve the right 1) not to appoint the bidder with the lowest fee and 2) not to make any appointment at all. By submitting any proposal to us, you relinquish any future copyright claims over its content. 3) All content and information will be confidential and the eventual supplier will be required to sign a confidentiality agreement 4) Payment terms will be agreed with the client on appointment. 4) Final copyright of all materials produced will be owned by igloo and Welsh Assembly Government. Appendix A: CGI showing proposed development area based on masterplan

Appendix B: Plan of Igloo / Welsh Assembly Government development area.

CARG

O R

OAD

PIER

HEA

D S

TREE

T

BRI

TANNIA

QUAY

HA

RBO

UR D

RIV

E

130 to

140

119 to

129

108 to

118

35 to 107

Adventurers Quay

Discovery House

Ross House

Impo

rt W

harf

Tran

sit Sh

ed

Tran

sit Sh

ed

Landing and Shipping

Customs and Excise

Tran

sit Sh

ed

Transit Shed

Transit Shed

Alexander House

Ross HouseFor Wales

The National Assembly

Transit Shed

FB

Cn

Bollards

Bollards

Cn

Bolla

rds

Bollards

Junction Lock

Bol

Caisson

WB

El Sub Sta

L TWR

L TWR

Cn

8.2m

Bol

lard

s

Cn

8.5m

8.2m

8.5m

Bollard

L Twr

Alexa

ndra

Doc

k

Impo

rt W

harf

Trav

ellin

g Cr

anes

Bol

lard

s

Cn

Cn

Bollard8.2m

El Sub Sta

8.2m

BM 8

.60m

TCB

TCBTk

El Sub Sta

Prom

enad

e

Pro

menade

Slo

pin

g m

aso

nry

Dolphin

Slo

pin

g m

aso

nry

Dolphin

Dolphin

Dolphin

Dolphin

Dolphin

Dolphin

Bollard

Dolphin

Pontoon

Bollard

Bollard

SM

Slo

pin

g m

aso

nry

Refu

se T

ip

Roath Basin

Roat

h Ba

sin

Roath Basin

L C

ST

EP

S

STEPS

STEPS

CONC

ST

ON

E

BR

I CK

CONC

ST

BLO

CKS

CONC

ST

ON

E BLO

CK

W

ALL

8.3

7

BUS

ST

OPSA

FLE

BW

S

BUSSTOP

SAFLEBW

S

BU

S

ST

OP

SAFL E

BW

S

BUS

ST

OP

SAFL

E

BW

S

BUS

ST

OP

SAFL

E

BW

S

BUSS

TO

P

SAFL

EB

WS

EXTENT OF

SECTION 38WORKS

EXTENT OFSECTION 38

WORKS

PRIVATE

PRIVATE

EXTENT OF

SECTION 38 WORKS

EXTENT OF SECTION 38

WORKS

EXTENT OF

SECTION 38 WORKS

EXTENT OF

SECTION 38 WORKS

EXTENT OFSECTION 38

WORKS

EXTENT OF

SECTION 38 WORKS

PHASE 2 WORKS

PHASE 2WORKS

EXTENT OFSECTION 38

WORKS

EXTENT OF

SECTION 38 WORKS

PHASE 2WORKS

PHASE 2

WORKS

EXTENT OFBRIDGE WORKS

EXTENT OF SECTION 38 WORKS

EXTENT OFBRIDGE WORKS

EXTENT

OF SECTION 38

WORKS

F U L L O F S T O N E

F U L L O F S T O N E

319395.2, 1 7 4 1 9 7 . 9