Shared Digital
Connecting London’s Councils
Brand | Campaign | Digital | B2B
The Challenge
In 2016 Camden, Haringey and Islington councils joined forces to form a cutting-edge IT initiative. The new department had to bring together three differing corporate cultures to sit under one new brand, and we were asked to help them achieve it.
Think
After workshopping with senior leadership, we identified that the brand was about much more than IT. It had to encompass the idea of using technology to drive connections between people and to enhance everyday life in the boroughs. We also realised that this went beyond being an internal initiative: it was just as important for the brand to resonate with the IT industry – vital for recruitment and the ongoing success of the team.
Create
We led creative with the new strapline ‘Making connections that count’ as part of the brand creation. We created a logo mark that unified the maps of each borough, to represent the team’s pride in their individual areas and symbolise their coming together. Each council’s colour was brightened to generate a more modern, digital-first palette, while contemporary typography and photography lent a younger and upbeat aesthetic to the brand.
Working with Perq Studio was a great process for us. They brought us all together and helped us focus on our aims, strengths, weaknesses and audiences. And, of course, in the end we got a brilliant result with an identity that meant something to everyone involved.
©2019 Perq Studio