SomeOne behind Thomas Heatherwick Garden Bridge branding

Plans were unveiled earlier this month by Heatherwick and actress and campaigner Joanna Lumley, who is championing the project.

The £150 million project, which will be funded by private sponsors, proposes that shrubs, trees, plants and benches form ‘intimate walkways’.

A public consultation led by The Garden Bridge Trust chairman Lord Mervyn Davies and supported by TfL will run until 20 December.

SomeOne has initially developed a campaign pack and will remain involved, developing the brand as the project evolves.

‘To begin with we want people to see the thinking behind the proposal, so the stunning visuals of the Garden Bridge take centre stage; then as the bridge gets built the visual brand identity will organically adapt to accommodate appropriate messaging’, says co-founder of SomeOne, Simon Manchipp.

 He adds that while the early visuals are focussed entirely on showing the public what the intent of the project is ‘later it will be important for the brand and design to do more than just support.

‘It will need to explain the various things that people need to know – navigation, where the nearest tube is and so on. It will need to adapt, flex and accommodate.

‘There will be a variety of flexible branding opportunities to come – the unique things are that it is a garden bridge and it’s by Heatherwick, which makes it really one of a kind.’

SomeOne is working closely with Heatherwick Studio, Transport for London and engineers Arup as the scheme develops.