Creating the Visual Identity for

Lille Metropole 2020, World Design Capital

Contracting Authority
Lille Metropole 2020, World Design Capital Organization Committee
10, rue des Poissonceaux
59000 Lille

 Dossier followed by
Delphine Seguin
Head of Communication  – 06 43 27 23 79

As a result of its project for speeding up the transformation of its territory through design, the European Metropole of Lille has been selected by the World Design Organization (WDO) to represent the “World Design Capital” in 2020.
The title of World Design Capital© is attributed every two years as a sign of recognition for the innovative use of design by a city in the aim of strengthening economic, social, cultural and environmental development. The World Design Capital programme offers a platform for shedding light on best practices in the realm of design in sectors such as public transport, sustainable infrastructures, demographic evolution, mobility, renewable energies, inclusive and transparent governance as well as a host of other structures. Furthermore, the WDO adheres to the 17 objectives of sustainable development of the United Nations as we approach 2030, aiming to ensure peace and prosperity for the planet and populations.

Launched for the first time in Turin (Italy) in 2008, the WDC title was also attributed to Seoul (South Korea) in 2010, Helsinki (Finland) in 2012, Cape Town (South Africa) in 2014, Taipei (Taiwan) in 2016 and Mexico City in 2018.
In 2020, this will be the first time that a city or a French metropolitan area will become World Design Capital.

The Lille Metropole 2020, World Design Capital Organization Committee is an association with the purpose of implementing, on behalf of the European Lille Metropole, a programme of action and activities for this event by mobilizing economic and social actors, and citizens, to make design part of the territory’s development tool.
The objective shared by all its actors is to design, make and experiment a world that is more fair, attractive and virtuous, through design. Such experimentation in the realm of new practices with the user in mind have been called Proof of Concept (POC). In total, nearly 500 POCs developed by communities, companies, citizens, research and training centres, developers, promoters, cultural venues, and assisted by designers, will be tested within the scope of the World Design Capital 2020 programme.

In parallel, four exhibitions will be proposed so as to present a location in the world from a design standpoint, shedding light on the changing lifestyles, the great challenges that lie ahead – climate, migration, education, diet – and the evolving designer trades. The latter will indeed play a major role in orchestrating competencies, managing complex projects and anticipating user behaviour patterns.

A host of partner events will punctuate the year 2020 without omitting the events initiated by the World Design Organization; namely the World Design Street Festival, World Design Spotlight, World Design Experience, World Design Policy Conference, World Design Week Forum, World Design Cities Meeting, and Closing Ceremony.

From 6 December 2019 to 5 December 2020, Lille Metropole, World Design Capital will welcome visitors and users who will test the metropolitan area of the future, via design.

Purpose of a Consultation
Within the scope of this consultation, it is being requested to design the Lille Metropole 2020, World Design Capital’s visual identity, based on four campaigns and highlights in the realm of communication:

  • September 2019: 1st communication campaign of Lille Metropole 2020, World Design Capital (launch at the time of the Lille ‘‘Braderie’’ – Lille Flea Market)
  • 6 December 2019: 2nd communication campaign for the official launch of Lille Metropole 2020, World Design Capital
  • 1st May 2020: 3rd communication campaign to launch the POCs and major exhibitions
  • Mid-October 2020: 4th communication campaign to launch Design Week

Each communication campaign will foster an integrative design strategy for an entire territory (storytelling) and lead a posting and communication media campaign in relation to the programme: exhibits, diverse events (workshops, encounters, conferences, banquets, etc.), festive days or evenings open to a wide public.


Main Targets
The visual identity must be perfectly understandable with regard to the event and its programme, intended for a number of targets:

  • The inhabitants/citizens of the European Lille Metropole, POC project initiators/future users of the solutions proposed
  • French and international tourism
  • French and international design professionals
  • French and international schools of design

Lille Metropole 2020, World Design Capital
An event for the territory and its inhabitants
A complete tourist destination in its own right
An influential event for contemporary French and international design

Language and Tone

To guarantee its success – as well as to meet its main objective of showcasing design as a social, economic and environmental tool – the Organization Committee has decided to wager on a popular event and hence adopt all language codes and related visuals. By giving priority to the emotional nature of this programme, the visual identity must attempt to “break away from” a current institutional tone in order to take on:

A language that is:
–  hip
– inventive
– universal

A tone that is:
– offbeat
– impertinent
– bold


  • The Project’s Specificity

At the base of the Lille Metropole’s candidacy resides the territory’s and its actors’ ability to transform its future. With the processes boosted by the territory’s actors, POCs are the key to such transformation. They are the project’s DNA, specificity, value, unique and new nature. The stakes involved in the Lille Metropole 2020’s visual identity will be that of enhancing wide-scale experimentation processes based on design as well as on their results, to reach, sensitize and focus on emotion for the largest number of people.

  • The Territory’s Specificity

The visual identity must take on codes that are specific to the Lille Metropolitan Area and hence express generosity, authenticity, a sense of hospitality and festivity, conviviality and effervescence. It does not intend to convey an abstract image of a World Design Capital reserved for specialists.

  • The Sector’s Specificity

Lille Metropole 2020 would like to foster a new model for urban, sustainable, people- and natural environment-friendly development via design as a creator of experiences and transformations rather than design close to decorative arts. In the manner of such positioning for accessible, visual, sensorial design, the ambition involved in the visual identity, and more broadly, communication for Lille Metropole 2020, World Design Capital, is to propose experiential communication. To be in line with the project’s DNA based on co-creation and territorial participation, our communication levers are therefore directed towards fun and interactive forms.

Selection Process

Phase 1: Pre-screening
Each candidate’s proposal shall include the following elements:

  1. A moodboard along with a note of intention including editorial intentions, graphic intentions and the presentation of a book of works achieved, particularly in the realm of poster creation.
  2. A precise budget estimate for the visual identity with regard to the four communication campaigns
  3. A letter duly filled in with the candidate’s name and address, dated and signed by a person with the power to engage the candidates, demonstrating the candidate’s motivations and understanding made of the exhibition’s scenography project
  4. Proof of the ability for the person to engage the candidates (Extract from the Commercial Register when needed)
  5. A presentation of the candidate’s human and technical resources to ensure provision of the service requested. Presentation of the dedicated team if in reply to the whole of the consultation

Phase 2: Selection
For the pre-screened candidates, each candidate’s proposal shall include:

  • 3 poster proposals presented along a graphic or visual principle in different formats (horizontal/vertical, colour/B&W, objects)

This work will be remunerated for an amount of 1,000 Euros, inclusive of all taxes.

All incomplete tenders shall be rejected.

The tenders must be sent by registered letter (flash drives accepted) to Delphine SEGUIN at the following address:

Lille Metropole 2020, World Design Capital Organization Committee

10 rue des Poissonceaux

59800 LILLE

Phase 3: Delivery
It being agreed that the Organization Committee has an in-house graphic designer for graphic  variations made in accordance with the recommendations and graphic principles validated beforehand together with the creator selected, the following must be provided:

  • Mac and PC files in digital formats: illustrator, eps, psd, jpg (72 and 300 DPI) for all exploitation systems. All the elements provided must be free of rights and be usable with Adobe CC Suite software.
  • A graphic kit including several variations: horizontal/vertical, 4-colour/black and white, print/web, 1 template for the graphic presentation of our videos, photographs, web visuals (website, social networks, newsletter), by-products (objects, textile, etc.), signage and all the elements needed to make the graphic variations internally.

The budget for the design and implementation of the visual identity for Lille Metropole 2020, World Design Capital (assignment of rights included) for the four communication campaigns must not exceed 50,000 Euros, inclusive of all taxes. The Lille Metropole 2020, World Design Capital Organization Committee, will not recover the VAT. It has been expressly requested to show all costs INCLUSIVE OF ALL TAXES.

Launch of the Consultation                                        30 April 2019
Consultation submission                                            31 May 2019, noon
Reply to pre-screened candidates                             11 June 2019
Candidates’ submission                                              24 June 2019, noon
Reply to the selected candidate                                  1st July 2019

 Composition of the Selection Committee
The Committee will be comprised of at least two members of the Lille Metropole 2020, World Design Capital Organization Committee, its Board of Directors and qualified external personalities.

During the pre-screening phase, proposals will be assessed based on a maximum score of 100, according to the following criteria:
50/100                The proposal’s relevance
30/100                Comprehension of the Lille Metropole 2020, World Design Capital project
20/100                 Budget

During the selection process, proposals will be assessed based on a maximum score of 100:

30/100                 Ability to make the Lille Metropole 2020, World Design Capital project clear and understandable
30/100                Attractive, innovative and powerful nature of the proposal
30/100                Integrating a design strategy in the creative concept proposed
10/100                Budget

Should any one of the criteria be given a score of 0 = the call for tenders will be eliminated