Project London Bridge
Memorial campaign to celebrate the life of Queen Elizabeth II.
Project London Bridge was initiated in advance, preemptively preparing for the eventual passing of Queen Elizabeth II. Following her death on September 9, 2022, the project was swiftly executed as a tribute to her life and legacy. I had the privilege of leading the design, development, and execution of this project alongside the Coast Radio marketing team, Chief Marketing Officer Katie Mills, and Creative Director Graham Dolan at NZME.
"The Queen has always referred to her reign as a reign of service – we want to repay that service with our treatment of the celebration of her life."
This project was particularly meaningful for me, not only because it marked a significant historical moment but also because it was my first large-scale brief as lead designer—taking it from concept to final execution. It was a responsibility I approached with the utmost care and respect, ensuring the design reflected the dignity and legacy of Her Majesty.
Project Name
Project London Bridge New Zealand Media & Entertainment
Role
Concept Design
Development
Final Design
Image Editor
Project Date
09/09/2022
Credits
Coast Radio -
Marketing Team,
Katie Mills,
Chief Marketing Officer Graham Dolan
Creative Director
Visual Development
This tribute, though designed in advance of the Queen’s passing, was created with deep consideration for those who admired her and the remarkable legacy she built throughout her reign.
During the concept phase, I explored multiple design directions before ultimately choosing a mock stamp as the central visual element. Stamps have a long-standing connection to the royal tradition, often used to commemorate significant events and milestones. By incorporating this motif, I aimed to honor Queen Elizabeth’s rich royal history while creating a fitting and timeless tribute to her life and service.
Research & Sourcing
Throughout this project, the artwork evolved through multiple stages of development. One of the more challenging and unexpected aspects was selecting, sourcing, and securing approvals for imagery and copy.
While there is an abundance of iconic images of Queen Elizabeth II, we wanted to honor her entire life and legacy. This made it particularly difficult to source high-quality imagery from her early years that met both our legal requirements and the necessary resolution for upscaling.
In the development phase (shown above), several beautifully curated images unfortunately could not be used due to these constraints. As a result, we had to rethink our approach to ensure we could still create a meaningful and respectful tribute with the available imagery.
The final x2 Imagery and heading choices, approved for use.
The final x2 Imagery and heading choices, approved for use.
Social & oOH
The social media content was thoughtfully designed to honor Queen Elizabeth II's legacy with respect and dignity, creating a meaningful connection across various platforms. The out-of-home executions featured striking visuals strategically placed in high-traffic locations, ensuring the tribute reached a broad and diverse audience. Due to the nature of this project, all elements were meticulously prepared and finalised well in advance, allowing for a swift and seamless execution once the moment arrived.
Social media posts and assets were adapted for wider use following Her Majesty’s passing, ensuring they could be utilised across all stations and part of
The New Zealand Herald’s visual coverage of her life in pictures (as seen in example above)
Graham Street Billboards
Coast NZ social post of the “Our Gracious Queen” artwork as apart of their tribute.
