The first rule of Secret London is, you do not talk about Secret London.

The second rule of Secret London is, you DO NOT talk about Secret London.

If someone says stop, goes limp, taps out, Secret London is over.

Two guys to a secret.

One secret at a time.

No shirts, no shoes.

Secret London will go on as long as it has to.

If this is your first night at Secret London, you have to fight.

Sadie ThompsonOUGD203Product, Range and Distribution

A re brand of the organisation Secret London, an online community exclusive to Londoners, allowing them the chance to share their secrets of the city. Website, Facebook page and Twitter page all currently exist, but with inconsistent branding, and no way to keep it exclusive to Londoners.

The existing concept is a great one, and the majority of Londoners that were asked all say that they would use this service if it was kept exclusive. I aim to make Secret London known by designing a range of promotional material which can only be accessed by people living in London.

1:5Concept

Sadie ThompsonOUGD203Product, Range and Distribution

The logo is influenced by the London tube map. This is a recognised brand, and directly linked to London. The initials ‘S’ and ‘W’ can be detected on further inspection, but the logo can also be used as a symbol accompanied by no type, making it only recognisable by people who know of Secret London.

A colour code is used to categorise the different topics and areas of London to be explored. This helps to filter down the large amount of information, and also makes the brand more colourful and appealing.

2:5Logo

Sadie ThompsonOUGD203Product, Range and Distribution

The Secret London website will be the main way to find out information and communicate with other Londoners. To keep the exclusivity of the site, the user will have to register with their postcode to prove that they are from London.

I have kept the categorization and colour coding to keep the website easy to navigate. I have used lighter, more inviting colours than the original site, as it is supposed to communicate something that is fun and exciting, not necessarily dark and forbidden.

3:5Website

Sadie ThompsonOUGD203Product, Range and Distribution

Digital advertisements to be shown on the London underground. A range of five different coloured logos animated in five second animations. The advertisements would be most effective if shown at peak times when Londoners are travelling to work.

The advertisements simply display the logo, name and website. This evokes interest, but also doesn’t give too much away about the organisation, keeping its exclusivity.

4:5Digital Advert

Sadie ThompsonOUGD203Product, Range and Distribution

A sticker pack can be ordered from the Secret London website. The stickers would be used to place around London to help Londoners pinpoint hotspots. This concept also leaves room for Londoners to photograph and post their found secrets on the discussion forum.

The stickers use the colour code to help the consumer identify what type of location it is. They display just the logo as they are to only be recognised by Londoners that are members of Secret London, this keeps to the exclusivity of the Secret London organisation.

5:5Stickers