Crime: Measuring What Matters was a day of conferences and talks to explore our approach to crime classification and management in the UK. The event was hosted at the University of Huddersfield, and featured esteemed academics, police and practitioners with an opportunity to discuss the contemporary issues of alternative crime measurement.


We were asked to create a promotional poster for the event, to be distributed via email and in print. With little to work with but a written overview of proceedings, we began by establishing a simple yet effective identity for Crime: Measuring What Matters.


The first part of this came in giving the day a memorable initialism - an accidental process of sorts, the subject field of our email communciation with the client was titled 'cmwm' from the start. Whilst not an official moniker at the time, we loved the flow of these four lowercase character and decided to run with cmwm as the core of this brand. Using Gilroy Extrabold for a quick motif, the event suddenly had a tangible identity to work with.


From there, a contrasting blue-and-white design referenced one of the organising parties for cmwm, Offploy CIC. We are now the primary design team for Offploy, a first point of contact for all creative commissions within the company. Photogrpahy was used of the University of Huddersfield's impressive new Oastler Building, overlayed as an abstract background for the main body.

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