Cumbria Crack

Cumbrian agency gets creative with board game for commission

The image designed for Burnetts by Liquid Studios with additional notes identifying each landmark

[L]eading Cumbrian solicitors Burnetts wanted an eye-catching image showcasing Carlisle to be a central part of the decoration of their new headquarters.

The company turned to creative agency Liquid Studios for a design to wow both staff and visitors.

Liquid Studios began by digging out a Monopoly set and looking at how the city’s best-known landmarks were represented in the popular board game. Further research narrowed down a choice of images which included the castle, a statue of 19th century mayor James Steel and the 290ft listed Dixon’s chimney.

From this the team produced a montage of nine of the city’s key landmarks. The work included setting up specific photographic shots of some of the sights to ensure consistency of lighting and style.

The resulting image was then ‘splashed’ with Burnetts’ familiar pink and various versions created to suit the ways in which the company wanted to use the image. It now adorns a glass panel, cupboard doors and, in its largest form, sits six metres wide and 2.7m high.

Liquid Studios, based at Warwick Mill in Carlisle, has a long association with Burnetts and was also called on to help with other aspects of branding the new offices from signage to postcards. There are also artworks depicting the firm’s core values: committed, grounded, accessible and expert.

Adverts for Burnetts’ move from the city’s Victoria Place to Wavell Drive on the Rosehill Industrial Estate were designed by the team using the company’s petal motif to create a sense of movement in digital ads.

Pete Crouch, Managing Director of Liquid Studios

Liquid Studios’ Managing Director Pete Crouch said: “This was a great example of how we can use branding in lots of different ways. Part of the brief was to ensure that we could show Burnetts moving and developing while being very much connected with the city.

“Using well-known locations that many of their staff and customers will walk past every day was a unique way of showing their strong links with the historic city of Carlisle.”

Angela Huck, Marketing Manager at Burnetts, said: “The response of staff and clients to the look of the new offices has been overwhelmingly positive, so much so that we are adopting the same concept for our new offices in Penrith and will also be rolling it out in Newcastle and Cockermouth.”