Title: Glasgow’s Rebranding Journey: Embracing a Golden Future

Introduction:

Glasgow, the Scottish city renowned for its cultural vibrancy, warm community, and rich heritage, is stepping into a new era of its city branding. Leaving behind the well-loved slogan ‘People Make Glasgow’, which has successfully captured the city’s essence for years, Glasgow is now rebranding with an eye towards a future as bright as gold. With a revitalized spirit, the city is ready to unveil its new brand identity, paralleled with the launch of an evocative advertising campaign featuring the iconic anthem ‘Gold’ by Spandau Ballet.

The Evolution of a City:

Glasgow’s evolution has been a testament to its resilience and innovative spirit. So, as the city transforms, its branding must evolve too. The ‘People Make Glasgow’ slogan highlighted the city’s greatest asset - its inhabitants. As the city looks forward, it aims to build on this foundation by encapsulating the broader experiences and future ambitions of Glasgow.

Why ‘Gold’?

The choice of ‘Gold’ as the soundtrack for the rebranding campaign is no coincidence. The song, with its uplifting melody and poignant lyrics, symbolizes enduring strength and a never-fading shine – qualities that resonate with Glasgow’s journey. The refrain, “You’re indestructible, always believe in… ’Gold’,”, propels the message of a city that is ever-enduring, precious, and continually striving for excellence.

A Sneak Peek into the New Brand Identity:

As the city revisits its visual representation, the placeholder rebranding campaign incorporates a stylized letter ‘G’ emblem, representing Glasgow’s place as a gateway to Scotland and its position as a cornerstone of Scottish culture. The ‘G’ in shimmering gold against a deep blue background reflects the timeless elegance and the wealth of possibilities that the city stands for.

The Gold-themed Campaign:

The campaign is set to roll out across print, digital platforms, and billboards spanning the cityscape, igniting the curiosity of both locals and visitors. Imagine watching a series of stunning visuals of iconic Glasgow locations – the breathtaking Kelvingrove Art Gallery and Museum, the bustling Buchanan Street, the tranquil Glasgow Green, all bathed in a warm golden hue.

With ‘Gold’ playing, the city’s story unfolds through a montage of everyday heroes contributing to Glasgow’s fabric: the artists, the entrepreneurs, the volunteers, and the smiling faces of residents that continue to make the city what it is.

An Explorer’s Paradise:

To residents and tourists alike, Glasgow’s rebranding is an open invitation to rediscover the city. From its world-class gastronomy and lush parks to its trailblazing design and dynamic events scene, there’s an alluring blend of tradition and innovation. Through its new brand identity, Glasgow aims to create a sense of inclusive growth and encourage everyone to find their ‘golden moment’ within the city.

The Future Shines Bright:

Consistent with the song’s message, Glasgow invites its citizens and visitors to ‘always believe in’ their ability to shape their destinies – to be part of a community where dreams are given a chance to glitter and aspirations are turned into achievements. The city’s rebranding is more than just a new slogan or logo; it is a commitment to maintaining the gilded standard set by its people and ensuring that Glasgow’s future shines as bright as gold.

Conclusion:

As Glasgow embarks on this new chapter, the celebratory strains of ‘Gold’ serve as an overture to an exciting voyage ahead. The city’s rebranding is not just a change of image; it is a reiteration of its pledge - to cherish its history, to honor its present, and to boldly embrace its golden future. Get ready to fall in love with Glasgow all over again, as it transforms to reflect the contemporary pulse of Scotland with an undeniably golden touch.
Write a follow up where the true rebranding is revealed, a new slogan “Glasgow Makes Magic” and it features the characters from Smeshariki/KikoRiki, The launch film begins with a quick flash back to older Glasgow campaigns “e.g Glasgow Smiles Better”, It continues the G lettering from the intermin branding
Title: Unveiling the Magic: Glasgow Introduces a Captivating New Brand Identity

Introduction:

After months of anticipation, the vibrant city of Glasgow has finally lifted the curtain on its dazzling new brand identity. Moving beyond the transition phase marked by the evocative placeholder slogan and the glitter of ‘Gold’, Glasgow now proudly presents its enchanting new brand campaign: “Glasgow Makes Magic”. This fresh rebranding initiative not only ties in with the rich history of the city’s past campaigns, such as the beloved “Glasgow’s Miles Better”, but it also introduces unexpected brand ambassadors—the whimsical characters from the animated world of Smeshariki/KikoRiki.

A Magical Heritage:

The new launch film kicks off with a heartfelt nod to Glasgow’s historical branding campaigns. Short clips from “Glasgow’s Miles Better” to “People Make Glasgow” flash across the screen, showcasing the smiles, the warmth, and the dynamic spirit that the city has always been known for. Each campaign bridged the gap between the past and present, weaving a tapestry of a city that is continually renewed yet firmly rooted in its proud heritage.

The Big Reveal:

As the nostalgia fades, the scene transitions to the present-day, welcoming viewers into a colorful, animated Glasgow landscaped with familiar architecture and landmarks, now reimagined through the vibrant lens of Smeshariki/KikoRiki. Incorporating the iconic ‘G’ lettering from the interim branding, the playful characters interact with the letter, each adding a unique touch of magic that symbolizes the diverse facets of Glasgow’s culture and community.

Why Smeshariki/KikoRiki?

The choice of Smeshariki/KikoRiki characters as symbols of the new brand campaign symbolizes the city’s dedication to inclusivity, creativity, and joy. Just as these animated creatures live in a world where friendship, collaboration, and imagination reign, so does Glasgow strive to reflect these values in its own cityscape. The characters invite audiences, young and old, to experience the boundless wonder and unity that Glasgow offers.

“Glasgow Makes Magic” – The Slogan Unpacked:

“Glasgow Makes Magic” is more than just a tagline; it’s a lived experience that every visitor and resident can attest to. The slogan reflects the city’s ability to transform everyday moments into extraordinary memories, from the magical ambiance of its music scenes to the enchanting encounters on its historic streets. The campaign calls out to those seeking to witness and be part of the city’s spellbinding journey.

The Launch Film Experience:

The launch film is an adventure through Glasgow, led by the merry band of Smeshariki/KikoRiki, showcasing different locations being ‘magically’ enhanced by the shared smiles and joy of its inhabitants. The lively streets of Finnieston, the modernist beauty of The Riverside Museum, the hustle and bustle of the Barras Market, and the enchanting serenity of Pollok Country Park are all infused with animated fun and a touch of sparkle provided by our cartoon friends.

A Renewed Brand for a Renewed City:

In embracing “Glasgow Makes Magic”, the city remains true to its roots yet embraces the future with fresh energy. The campaign underscores a community brimming with creativity, resilience, and the ability to make everything it touches a bit more magical. This rebranding tells the world that Glasgow is not just keeping pace with the times; it is setting the rhythm for a magical life.

Conclusion:

With an open heart and a sprinkling of fairy dust, Glasgow has embarked on a rebranding journey that brings to life the sights and sounds that capture imaginations. The “Glasgow Makes Magic” campaign, aided by the charm of Smeshariki/KikoRiki, invites everyone to discover the city’s magic for themselves. The joyous interactions and the laughter of the characters are a testament to Glasgow’s undying spirit—a place where every corner holds potential for enchantment, every encounter weaves a new spell, and where the city itself is not just made by its people, but indeed, makes magic.
Write a follow up where the website peoplemakeglasgow.co.uk and the temporary youaregold.co.uk close, replaced with a image of Krash the Rabbit dressed as a wizard saying, Click this for magic, Clicking it redirects you to the Glasgow Makes Magic website
Title: Discover the Enchantment: Glasgow’s Final Rebranding Reveal

Introduction:

As Glasgow’s rebranding journey reaches its zenith, the city bids a fond farewell to the websites that have served as cornerstones during its transformative phase. The ‘People Make Glasgow’ and the interim ‘You Are Gold’ URLs have closed their digital doors. In their stead, an enchanting new gateway beckons visitors, promising a portal to wonder and whimsy. Featuring the beloved Krash the Rabbit, attired as a wizard, this endearing character invites audiences with a twinkle in his eye to “Click this for magic,” leading them to the all-new ‘Glasgow Makes Magic’ website.

The Magical Transition:

At midnight, the former URLs of peoplemakeglasgow.co.uk and youaregold.co.uk went offline. Visitors who navigate to these addresses are now greeted with a captivating image of Krash the Rabbit, one of the stars from the Smeshariki/KikoRiki series. With a wizard’s hat perched jauntily on his head and a wand in his paw, Krash embodies the magical transformation that Glasgow has undergone.

“Click This for Magic”:

The compelling call to action, “Click this for magic,” does more than just invite curiosity; it taps into the city’s renewed spirit of enchantment. Clicking the image does not simply redirect users to a new URL; it acts as a digital passage through which the essence of Glasgow’s rich cultural landscape and vibrant life can be discovered anew.

Seamless Redirection:

Upon clicking the image, visitors are seamlessly redirected to the new ‘Glasgow Makes Magic’ website. The transition is instantaneous, whisking website visitors from the farewell message to the threshold of Glasgow’s reimagined online presence.

The ‘Glasgow Makes Magic’ Website Experience:

The newly launched website is a treasure trove of interactive experiences and information. Users are met with dynamic animations and a lively interface that echoes the themes of the ‘Glasgow Makes Magic’ campaign. Explorers can navigate through sections highlighting Glasgow’s attractions, events, and community initiatives, all presented with a magical touch unique to the Smeshariki/KikoRiki world.

Continuing the Legacy:

Glasgow’s journey of renewal maintains the city’s legacy of innovation and community focus. With Krash the wizard-rabbit as the virtual guide, the city shows that while slogans and campaigns may change, the essence of Glasgow’s magic remains unwavering. The new call to action on the old websites is a testament to Glasgow’s ability to enchant and engage, ensuring that the message of magic is not lost but instead, is transformed and carried forward into the future.

Conclusion:

As the chapter on ‘People Make Glasgow’ and ‘You Are Gold’ concludes, the city embarks on an exciting new venture with ‘Glasgow Makes Magic’. This rebranding campaign, encapsulated within the playful wizardry of Krash the Rabbit, invites the world to see Glasgow through a lens of joy, community, and boundless creativity. By clicking on the image of Krash the wizard, visitors are not just moving to another webpage; they are taking the first step into a Glasgow reborn, where every moment holds the promise of magic.
Write a short case study from Proud Creative about the Gold era, it was to embrace the new brand attitude without giving too much away
Client: Glasgow City Marketing Bureau

Agency: Proud Creative

Project: Glasgow’s “Gold Era” Interim Rebranding Campaign

Background:

Glasgow, a city known for cultural vibrancy and a warm community spirit, sought to evolve its brand message to reflect its emergent vision. As the iconic ‘People Make Glasgow’ slogan was being phased out, Proud Creative was commissioned to create an interim brand identity that would pave the way for a longer-term rebranding strategy. The challenge was to embrace the new brand attitude without revealing the future direction or the upcoming ‘Glasgow Makes Magic’ campaign.

Objectives:

1. To create a connecting narrative that leads from the ‘People Make Glasgow’ brand to the future rebranding initiative.
2. To engage the local and global community in the essence of the new brand attitude without disclosing the forthcoming change.
3. To generate excitement and maintain Glasgow’s presence as a top cultural and tourism destination.

Strategy:

- Developing a transition brand identity and campaign that would act as a bridge to the new era.
- Selecting a universally recognized song, “Gold” by Spandau Ballet, that reflected Glasgow’s enduring qualities and future aspirations.
- Crafting visual content that hinted at a future transformation – symbolizing both continuity and change.

Execution:

Proud Creative introduced “You Are Gold,” an interim brand identity symbolized by a stylized letter ‘G’ in gold against a deep blue background, reflecting timeless elegance and a wealth of potential. The ‘G’ not only connected to the previous ‘People Make Glasgow’ campaign through its continuity of form but also alluded to golden moments and a bright future for the city.

The campaign leveraged the emotive power of Spandau Ballet’s anthem ‘Gold’ to communicate strength and optimism. This was combined with visuals of everyday life and extraordinary scenes across Glasgow, resonating with both local pride and universal appeal.

Delivery:

The campaign was rolled out across various platforms including print, digital media, outdoor advertising, and social media channels. The visuals were crafted to showcase Glasgow’s landmarks and everyday heroes, with the song “Gold” providing an auditory backdrop to the visual montage.

Impact:

- The ‘You Are Gold’ campaign successfully created a transitory narrative that resonated with audiences, linking the familiar warmth of Glasgow with the allure of its future branding.
- The campaign managed to pique interest regarding the future branding without revealing specifics, maintaining an aura of anticipation.
- The strategic use of the “Gold” track received positive acclaim for aligning Glasgow’s brand with attributes of resiliency and optimism ahead of its rebranding reveal.

Conclusion:

Proud Creative addressed the complex challenge of evolving Glasgow’s brand identity by delivering a campaign that both respected the past and anticipated the future. The “Gold Era” served as an effective interim strategy that laid the groundwork for ‘Glasgow Makes Magic,’ allowing the city to transition seamlessly into a new chapter of its brand story. Through this campaign, Glasgow upheld its cultural legacy while sparking curiosity and readiness for the imminent magical transformation.
Write a blog post where the pink People Make Glasgow sign, which adorned Met Tower for so many years, is taken down, replaced with a new one with Krash the Rabbit, Chiko the Hedgehog, Wally the Ram and Rosa the Pig, along with the new slogan
Title: Out with the Old, In with the Magic: Met Tower’s New Brand Guardians

Introduction:

The iconic pink ‘People Make Glasgow’ sign, which for years stood proudly atop the Met Tower, has been a beacon of the city’s spirit and communal heart. Like a trusted old friend, it has greeted locals and visitors alike, becoming a cherished part of the Glasgow skyline. But today marks a new era in Glasgow’s vibrant narrative as the city bids farewell to the familiar emblem and welcomes a fresh face of enchantment—ushering in the ‘Glasgow Makes Magic’ epoch with a cast of charming characters from Smeshariki/KikoRiki.

The Sign Comes Down:

It’s a poignant moment for many as workers carefully dismantle the beloved pink sign that has become synonymous with Glasgow’s community pride. Social media is abuzz with people sharing memories and paying tribute to the emblem, with heartwarming stories and photographs commemorating its significance. Though a bittersweet goodbye, there’s a tangible air of excitement about what’s to come.

A New Magical Vista:

As the last bolt is unfastened and the pink sign makes its descent, a new canvas is unveiled. The replacement sign shimmers with promise, featuring vibrant images of Krash the Rabbit, Chiko the Hedgehog, Wally the Ram, and Rosa the Pig, against the backdrop of a revitalized Glasgow. These animated characters, full of whimsy and joy, each hold a delightful expression—an inviting tease to the magic they’re set to bring to the city’s image.

Hello to ‘Glasgow Makes Magic’:

Adorning the Met Tower now is the new slogan, ‘Glasgow Makes Magic,’ emblazoned in bold letters that are as welcoming as they are inspiring. The tagline, complemented by the lively figures of Smeshariki/KikoRiki, encapsulates the city’s ability to turn the mundane into the extraordinary, celebrating Glasgow as a place where the everyday can indeed be magical.

The Characters Take the Stage:

Each character from Smeshariki/KikoRiki adds a layer of significance to the ‘Glasgow Makes Magic’ message:

- Krash the Rabbit, the imaginative leader, embodies Glasgow’s innovative spirit and forward-thinking drive.
- Chiko the Hedgehog, with his boundless curiosity, represents the city’s pursuit of knowledge and exploration.
- Wally the Ram, known for his artistic flair, parallels Glasgow’s creative and cultural richness.
- Rosa the Pig, with a heart full of kindness, mirrors the warm, welcoming nature of Glasgow’s residents.

Together, they form a dynamic squad that captures the kaleidoscopic qualities of Glasgow life.

Community Reaction:

As the installation concludes, the response from Glaswegians is overwhelmingly positive. Onlookers gaze up at the new sign with fond expectancy, their faces reflecting the characters’ joy. Photos and selfies with the updated skyline circulate online, symbolizing a collective embrace of Glasgow’s refreshed identity.

Conclusion:

Though the ‘People Make Glasgow’ sign will forever hold a special place in the city’s history, the new sign featuring Smeshariki/KikoRiki and ‘Glasgow Makes Magic’ points to a colorful and inclusive future for Glasgow. With its characters perched high above the city streets, Glasgow not only maintains its heritage of friendliness and innovation but pledges a new chapter where the magical unfolds daily, the communal spirit is celebrated, and adventure awaits around every corner. Goodbye to the old, and hello to the enchantment—Glasgow truly makes magic!
Write a case study for Glasgow Makes Magic, It was a collab between Riki Group and Proud Creative, The rebranding was did because “Adhering to the same appearance is a sign of stagnation”, The rebrand had a lot of preparation, The first public sign was when the Gold branding rolled out, A few months later, the real branding was revealed
Client: Glasgow City Marketing Bureau

Agency: Proud Creative in collaboration with Riki Group

Project: ‘Glasgow Makes Magic’ Rebranding Initiative

Objective:

To rebrand Glasgow with a fresh, dynamic identity that eschews stagnation and propels the city’s image into an exciting future of inclusivity, creativity, and wonder.

Background:

Glasgow, a city celebrated for its culture, warmth, and innovation, reached a point where its longstanding brand image, while strong, risked being perceived as static. The initiative to rebrand aimed to rekindle the city’s expressive and adventurous spirit, ensuring that Glasgow would continue to captivate and inspire.

Challenge:

The challenge was to seamlessly transition from the familiar ‘People Make Glasgow’ to a bold and enchanting new identity without causing brand dissonance. The need for change was encapsulated by the notion that “adhering to the same appearance is a sign of stagnation”. The city required a rebranding that was modern yet reflective of its soul, welcoming yet provoking curiosity about what lay ahead.

Strategy:

- To utilize a two-phased approach starting with an interim ‘Gold’ era, based on the song by Spandau Ballet, symbolizing resilience and quality.
- To collaborate with Riki Group, leveraging popular characters from Smeshariki/KikoRiki to resonate across demographics and foster a global appeal.
- To create anticipation prior to the rebranding unveil, cultivating an air of mystery and incremental revelation.

Execution:

Phase One: ‘Gold’ Branding Rollout

Proud Creative devised an elegant interim branding under ‘You Are Gold’ that started the transition. Focusing on Glasgow’s enduring strengths, the campaign featured gold-themed visuals and music, beginning to steer the narrative towards enchantment and excellence.

Phase Two: ‘Glasgow Makes Magic’ Reveal

Months of meticulous preparation followed, grounded in research, creative collaboration, and strategic planning with Riki Group to integrate the animated Smeshariki/KikoRiki characters into the new brand ethos. The characters brought with them a legacy of friendship, discovery, and joy, aligning seamlessly with Glasgow’s values.

A carefully orchestrated reveal presented the new slogan ‘Glasgow Makes Magic’ alongside Krash the Rabbit and friends, establishing a renewed, playful brand voice to replace the interim ‘Gold’ identity and signifying the city’s commitment to imagination and shared experiences.

Impact:

- The phased approach ensured the rebranding was absorbed without confusion, with the ‘Gold’ branding serving as a narrative bridge to the full reveal.
- The choice to partner with Riki Group held a dual advantage: it appealed to younger audiences and families while invoking nostalgia among adults familiar with Smeshariki/KikoRiki.
- The new ‘Glasgow Makes Magic’ brand was met with enthusiasm, evidenced by social media engagement, positive press coverage, and active community participation.

Results:

- Both the ‘Gold’ campaign and the ‘Glasgow Makes Magic’ reveal drew widespread attention, creating a heightened sense of pride and unity within Glasgow.
- ‘Glasgow Makes Magic’ successfully established a brand identity that was vibrant, forward-looking, and true to the city’s collective heartbeat.
- The rebrand saw increased interest in Glasgow as a destination for tourism, culture, and investment, reflecting a city that is alive with potential and magical experiences.

Conclusion:

The ‘Glasgow Makes Magic’ rebranding, in collaboration with Riki Group and the creative execution by Proud Creative, demonstrates a city reinventing itself, not with a revolution but a magical evolution. It underscores the importance of taking risks and evolving before stagnation can set in, all while keeping the essence of the city intact. The enchanting, fun-filled campaign honors Glasgow’s past and present and sets the stage for a future where every corner of the city promises a touch of magic.
Write a blog post that certain elements of the Gold branding were carried over, like the font style
Title: Discovering the Alchemy in Rebranding: The Enduring Touch of Gold in Glasgow’s New Identity

Introduction:

As Glasgow transitions into its enchanting new ‘Glasgow Makes Magic’ era, it’s easy to become captivated by the kaleidoscope of fresh colors, whimsical characters, and the spellbinding new slogan. However, a keen eye will discern subtle nods to the city’s previous ‘Gold’ branding phase. Certain design elements, such as the distinctive font style, have been seamlessly woven into the fabric of the new branding, carrying forward the legacy of a city that treasures continuity as much as it celebrates change.

A Touch of Gold Remains:

Change, they say, is the only constant, but within the alchemy of Glasgow’s rebranding effort, there is a treasured element that persists—the font style from the ‘Gold’ era. This careful retention is no accident; it is a symbolic thread linking Glasgow’s past, present, and future, ensuring that as the city evolves, it retains a trace of its golden resilience.

Blending the Old with the New:

The font style adopted during the ‘Gold’ branding phase was chosen for its classic yet contemporary feel, embodying both the timeless and progressive aspects of Glasgow. Its clean lines and modern curves hinted at a city that is always moving forward, yet mindful of its rich heritage. As the ‘Glasgow Makes Magic’ campaign unfurls, this font style becomes a vessel, holding the city’s history and carrying it forward into this new era of enchantment.

A Consistent Narrative:

Typography often serves as an unspoken narrator of a brand’s story. In continuing to use the font style from the interim ‘Gold’ identity, Glasgow’s branding maintains a consistent narrative. This stylistic choice speaks to the city’s enduring attributes—qualities that no rebranding could ever overshadow. It’s a subtle reminder that, while the backdrop may change, the spirit of Glasgow remains steadfast and golden.

The Magical Blend:

In marrying the font style of the ‘Gold’ phase with the vibrant colors and joyful characters of ‘Glasgow Makes Magic’, the city has struck a balance between evolution and tradition. The resulting aesthetic is a harmonious blend of the familiar and the fantastical, creating a brand experience that feels both innovative and reassuring.

Reception and Look Forward:

The conscious decision to carry over elements from the ‘Gold’ branding has been met with appreciation from the community. It demonstrates the city’s thoughtful approach to growth—recognizing that rebranding doesn’t mean discarding the old, but rather enriching it with new layers of meaning.

Conclusion:

As Glasgow introduces the world to its magical new brand identity, the echoes of its ‘Gold’ era serve as a reminder that some treasures are timeless. The font style, a bridge between the two campaigns, assures us that no matter how much the city may transform, the essence of Glasgow’s identity—much like gold itself—will never lose its lustre. This blend of legacy and innovation is a testament to a city that not only makes magic but is made up of it, letter by letter, moment by moment. Write a blog post at Christmas where the Christmas light and market are switched on by our new furry friends