Lewisham Borough of Culture bid
We created a campaign brand which drove traffic to online voting and helped the borough successfully win the bid.
As featured in Creative Review and Design Week
Working with Studio Raw in Deptford, we created a brand for the Lewisham Borough of Culture 2021 bid. Our ambition for the identity was to present the collective and individual voices of the community together, and instill a sense of pride. Lewisham was successfully awarded the Borough of Culture for 2021.
In terms of the I AM concept, sometimes the answer is staring you in the face - as the brand is about empowering both the individual, and the whole borough, it made perfect sense to go with the simple, direct approach of using the I AM from Lewisham. It’s a proud shout-out that everyone got behind very quickly.
For the wordmark I knew it had to be a bespoke combination of typefaces. Firstly, we wanted to create something completely ownable for the brand, an unusual mix that would stand out in the crowd. Secondly, on a practical level, the I AM had to be distinct from Lewisham, but in the right way - the combination had to portray energy and a unique spirit, not random chaos.
The colour palette reflects Lewisham’s vibrant culture clash - having lived and worked there I knew that conventional colours just wouldn’t reflect the diversity or the atmosphere. The overall brand had to feel like it came from the community, expressed by a collage of ‘home-made’ patterns, overlaid graphics, and spontaneous-feeling illustrations.
https://iamlewisham.uk/
https://www.creativereview.co.uk/i-am-lewisham-branding/
https://www.designweek.co.uk/issues/2-8-march-2020/lewisham-borough-of-culture/
