CORPORATE CAMPAIGN

Hackney is Building

FUNDED, BUILT & MANAGED BY HACKNEY COUNCIL

The Regeneration service, alongside other Council teams, is delivering thousands of new homes, three schools and a new leisure centre, but existing branding and messaging on these projects was disparate, uncoordinated and did not tell a story.

The Hackney is Building campaign unifies these projects under one colour palette and set of graphic assets, with use of hands and placards reflecting a sense of collective mission and campaigning to solve the housing crisis. Use of the identity across all materials – whether resident-facing newsletters, site hoardings or policy documents – visually identifies projects as Council-led and preemptively counters stereotypes of developer-led gentrification.

Creative Brief

To create a brand that aims to promote the advantages and opportunities regeneration brings to affected residents, raise awareness of the scale of the Council’s own housing regeneration programme and its unique features.

We were tasked with raising awareness of the scale of housing need in Hackney and that our programmes are designed to help solve, and give a narrative platform for public affairs work to influence government housing policy.

Identity Elements

Colour Palette

The Hashtag

The Road sign

The Call to Arms

The Call to arms visuals use an illustration visual of an arm thrust into the air. A number of different scenarios can be created to evoke a sense of getting stuck in.

Whether it be to highlight the challenges the Council faces, provide job opportunities, create excitement about what is being built, or gather support to petition against central government decisions, the visuals create a rallying call to tell everyone how it is.

It’s simple, honest and gives a sense of coming together to build, unity, urgency and dynamic action. In some ways there’s no other way to say it, than how it is.

The Picket Sign

In the tradition of call to arms we can add additional graphics like placards to draw attention to campaigning issues, and other challenges like rental prices.