My brief was to gather or photograph relevant images and create visual direction boards for the major projects of the Cultural Olympiad - to inspire discussion and direction. As it transpired my challenge was to communicate the inspiring collective vision through story-telling and images, working in line with the London 2012 brand. An identity, I might add, I've found myself defending more and more within the design community to those who've enquired whether my job was.... 'to re-design the logo' - I think not. The fact that my 14 year old brother quizzed me about the logo says it all - it's making young people think already.
So a key question for the culture team is how do we include projects that inspire and change the way people think?....and when we really look at it who exactly are these projects for? To get to know the people we're talking about I hit the streets, camera in hand, with an aim to photograph our audience - the cross section of the British public, from 5 to 85, because after all the Games is for everyone, and everyone wants to go to the Games ...don't they? And the answer is Yes. Every person I stopped and photographed was excited, intrigued and keen to be involved. And who wouldn't be, from the design of the stadium to the content of the cultural projects, London 2012 will be an event to remember and it's exciting to be a part of it.
