This publication serves as an unconventional research methodology and employs a critical lens to investigate the impact of branding and visual identities. It delves into the designer's role and the potential of 'unconventional design thinking' to generate distinctive solutions. The concept of reflectivity plays a central role, enabling the designer to exhibit and highlight opinions rather than merely facilitating them - It represents a critical review of the designer's role in public-oriented design.

The publication is designed to "brand" Council House 2. Instead of imposing a monolithic perspective, the design methodology strives to extract and reflect diverse viewpoints, drawing from primary research and insights to shape the building's identity. This concept was inspired by the way fantasy narratives are often imposed on something, seemingly disconnected from the end user's experience. It highlights how brands often occur, we form our own relationship to things, we give things nicknames and often fixate on minor unintentional details. 
In this instance, the research itself serves as the brand.

Art Direction
Identity Design
Publication Design
Primary Research