HSBC: How can we get 4-11 year olds in Birmingham to think about their future?
Birmingham is known for its rich industrial heritage. From the remnants of old buildings to former factories now serving as centres of culture, the city’s history is inescapable for the people who call it home.
Birmingham’s industrial heritage shaped the visual identity of the Ideas Factory, with pipes, cogs and conveyor belts reimagined as a playful graphic language. Across the space and printed collateral, these elements framed content, guided the eye and connected ideas, creating a cohesive identity rooted in the city’s history of making.
Children are asked questions, prompting them to think about their future and what their dreams are.
They are then guided by floor vinyls to The Drawing Board. Here they are met with several local artist who help them visualise their dream on a “coin”.
They then submit their drawing into The Dream Machine - a machine that helps bring their dream to life.
Finally, children are gifted a physical coin with their “dream” embossed into it. As well as this, parents are given bespoke financial advice related to their children’s hopes and aspirations.
