Dundee is bidding to be the UK City of Culture in 2017, a competition run by the UK government which uses culture and creativity to transform communities. It’s an opportunity to remind ourselves what an astonishing place Dundee is, and what remarkable people live and work here.

We Dundee is a way to show the tremendous imagination and enthusiasm of people from all walks of life across the city, and demonstrate the difference that becoming UK City of Culture could make to us individually and as a city.

Working with Fleet members the city wants to show the competition judges that there’s more to Dundee than they (or we) might think – that it’s a city full of surprises. We want to give them 2,017 reasons to think of us as the best place for the City of Culture to be.



Working along side many city stakeholders Fleet Collective has been instrumental in the growth and development of the NEoN Digital Arts Festival.

NEoN first came to life through Interactive Tayside in 2009. The festival was designed to promote the area’s (the north east of north, Scotland) digital media activity. A partnership of private, public and academic sectors, the team worked together to deliver ‘NEoN09’, a national and international festival of digital media arts, with a focus on moving image, music and information technologies. The festival offered a host of activities and events including talks, performances, screenings and other special events in some fantastic venues across Tayside.

The 2009 festival was created to inspire studio developers, be they artists or programmers. From the latest production techniques to new business models, the programme of this new festival expanded the notion of art, information communication, media production, games communities and brought the individuals from these sectors together to collaborate.

NEoN has grown to be a to be a 7-day international festival of media arts. It has hosted international exhibitions, performances, interactive installations and roadshow fringe events…including a party in the car park at Greenmarket multi-storey.

Image: 100,000 Lux a fusion of science, visual art and sound design.



Visitors to NEoN digital arts festival 2012 in Dundee had the opportunity to navigate their way around the city in an exciting new way, thanks to augmented reality app “Bombaze” created exclusively for the festival by visual artist Jaygo Bloom.

Have your say on the designing of digital interactions for the city of Dundee!

Download BOMBAZE now from the app store and look out for the unique game-tags spotted around the city to play the game.



Choose at random from animated solutions selected by a panel of industry experts in the field of gameplay and interaction design, but beware! You only get 6 chances, after that you get BOMBAZED!

After making your choice, visit the BOMBAZE game map and see what other players selected, alternatively explore the world of 3D cartoon characters introduced to you through the game and accessible from the BOMBAZE gallery long after the festival events are over.

Remember to visit all the locations and keep an extra look out for 5 SECRET LOCATIONS dotted at RANDOM around the city!

This commission was funded by Creative Scotland in collaboration with Jaygo Bloom, development agency ‘Me and the Giants’, with hand drawn illustrations by Dr Simpo.



Yolo are a London based online retailer supplying creatives with transfer papers and equipment to allow them to create their own professional printed products.

Established in 2007, Yolo came to Fleet Collective to get a rebrand of it’s identity and website to make it more friendlier and bring it inline with it’s creative customers ambitions. Yolo wanted to inspire their customers and move away from just exhibiting the products for sale and bring the focus more onto what could be achieved with the product.

We helped Yolo to re-brand and develop a new identity that would be carried across all it’s print and online media as well as creating more streamlined and pictorial instruction sheets to aim customers with applying the products.