A Brand for London

Meet Scott Thomas

Posted in The Journey by Moving Brands on August 28, 2009


Here in the studio we have been having a fantastic time with Scott Thomas as part of our team.

Scott Thomas is constantly seeking the simplest answer to complex problems. Scott began his design pursuits studying architecture before bouncing to graphic design and web development. Prior to moving to Chicago, where he set his sights on user-experience design, Scott called London’s Shoreditch home.

In 2007, Scott’s career took a dramatic leap when he was invited to join the New Media team at Obama for America. The chance encounter led Scott to becoming the Design Director of the historic Obama Presidential campaign.

Hoping now to continue working on project which might, someday, change the world, Scott was fascinated by the London tender and was keen to get involved in our unusual pitching process.

In September, Scott will be giving a presentation to the invited guests of Moving Brands, Toyko.

Here’s his deck on his ideas for the pitch.


See the full presentation here.


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7 Responses

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  1. Chris Rugen said, on August 28, 2009 at 7:32 pm

    I’m familiar with Scott from the Hamilton Wood Type documentary, Type Face. It’s interesting to see the other side of his design interests. It sounds like a fascinating, huge, and difficult project. I think London has a strong brand already, but perhaps it hasn’t been distilled enough for some people. And, I suspect that GLA wants something forward-looking, whereas most of London’s current visual identity looks to history, or is tied to Edward Johnston’s typeface for the Underground. Another possibility is that the brand isn’t the problem, it’s the people and organizations who want to take control of it lacking a cohesive vision of their past stories, present perceptions, and future goals.

    I’m skeptical about the endeavor in some respects, but I’d love to see it succeed. Good luck! I look forward to seeing the work develop. I agree that it should come from someone in London (if not many someones).

    One last thing: you should probably fix the typos in the deck before it gets too much more attention.

  2. Fredrik Jönsson said, on August 28, 2009 at 11:52 pm

    Considering what London could, or should, be, what London could become, is perhaps more interesting than reflecting what it is. A brand that “drives”.

  3. Couchideas said, on August 28, 2009 at 11:56 pm

    Nice presentation, you have a point. But look further than NYC.

    See http://www.iamsterdam.com/nl/visiting

    Greetings from Amsterdam

  4. Jeroen said, on August 29, 2009 at 6:17 am

    How creative! Must have been to iAmsterdam recently 😉

  5. dancingdoreen said, on August 29, 2009 at 9:34 am

    Londoner’s do not want to be branded, so I think it should be similar to sex pistols stylie t-shirt.

    We will not be branded with perhaps a back outline view of Lord Nelson looking like he is having a widdle. Or you could turn Churchill’s fingers around and create a whole big bit of arguments about tasteThis would work for the younger market.

    If London is being branded for 2012, which I am sure it will be, then folk are going to be so bored with the whole iconic red bus, etc.

  6. […] naively seem to view Twitter as the single most powerful channel for engaging in discourse – Scott Thomas suggests the tagline “I am London” and invites all Londoners to wear badges and T-shirts and […]

  7. […] it, and Moving Brands certainly had some top-rate people working on the job, including Scott Thomas, Design Director of the historic Obama Presidential […]

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