Original Modern

 Original Modern City Strategy

Original Modern


Project Overview:

Authorship of a research paper and book –
in collaboration with Manchester’s Creative Director, Peter Saville –
to define the concept of the Original Modern City.


A research and consultation period, spanning over eight weeks, enabled us to define a list of
exemplar individuals, groups and companies that demonstrated Original Modern thinking.


Inspired by the approach of social scientists and behavioural economists
we developed an Original Modern criteria against which we could map our
exemplars to identify common themes and a unifying approach.

The book design featured an info graphic device, with the
exemplars clearly mapped, in one easy to understand visual.


Written by four23, the introduction was authored by Warren Bramley, four23’s
founder, with additional contributions from Dr. Tristram Hunt, historian and
author and Will Hutton, the former Editor of The Observer.