Today we’re staying at home to look at our 2013 Southwark Council project in which we developed the outdoor media, marketing communications and brand expression for the council’s regeneration projects across London.
Southwark Council had one of London’s most ambitious regeneration programmes with £4bn being invested in regenerating popular sites such as Elephant and Castle. This regeneration included exciting plans such as 450,000 sqft of new retail space, an enriched cultural scene involving art, theatre, leisure and heritage, over 5000 home developments, 11,000 council homes, and 1200 trees being planted to create greener, open environments.
Although these were huge investments instilled with diverse and intriguing plans, the trouble was that not many people knew about them. Sometimes, a Council can be perceived as the people who only serve to issue dreaded parking tickets and letters for council tax but Southwark Council wanted to break that perception and show that there was much more going on behind the scenes that met the eye.
So, what did we do to spread the message of change throughout the community?
We developed a memorable, and if we may say so ourselves, rather clever graphic headline which involved the unique integration of SE postcode areas within a variety of key headlines. Our marketing communications successfully expressed the refreshing message of revitalisation, inclusivity, and community within Southwark.
The campaign was very well received by the leadership at Southwark and as a result it was adopted for various other communications initiatives, such as the ‘Modernise’ campaign supporting their move to new headquarters on Tooley Street!