Golden Mile
The Golden Mile in Leicester is known for its array of Indian restaurants, fashion stores and jewellery shops. Despite being a popular destination amongst the Indian community the street needed a modern refresh to attract and engage with a younger audience.
I created a visual brand identity which reflected the culture and traditions of this vibrant community in a contemporary manner.
A simple yet bold design system which can be implemented at every touch point. The logo is a versatile icon to be used in various forms and is instantly recognisable for the community and it’s future plans.
Services: Brand Identity Design, Creative Direction, Graphic Design
The Golden Mile in Leicester is home to some of the most successful Indian businesses to have established here in the UK.
Since the late 1960’s and early 70’s many of these business men and women went about making a home and a living for themselves serving the growing Indian community. Today the Golden Mile is a homage to these people who set up shop quite literally in a challenging era and emerged as bold entrepreneurs.
In order to generate a new lease of life and younger appeal, the branding for this incredible street needed to reflect the traditional culture and heritage but with a contemporary approach celebrating its history and vision for the future.
With the guidance from the team at Belgrave Business Association I designed a full brand identity to be applied on all communication and future events to be held by the committee.
Through defining why visitors come to the Golden Mile I started listing connotations that were associated to the words “golden” and “celebration”. From this process the marigold flower emerged as an obvious choice to represent what the Golden Mile embodied.
Many sketches, iterations and colour combinations later the final outcome was a contemporary outlook on the marigold flower paired with a bold font and bright, retro colours. This complete visual system reflected the hearty personality of this famous street, it’s occupants and their visitors.
