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 1
 • 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 2
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 3
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.

Igloo 4
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