Words Unite Brand Identity
- Client: Mabox/The Learning Trust
- Skills: Branding, Brochures, Featured
Hackney Learning Trust is the not-for-profit company responsible for running all education services for the London Borough of Hackney. The client needed to create an umbrella brand and campaign for a borough-wide, three-year programme to increase literacy levels throughout the borough. Working for marketing agency Mabox I was tasked with creating a highly visible and engaging brand, a campaignable message, and a full suite of marketing materials needed to give those working in education within Hackney’s diverse communities, an opportunity to collaborate behind one message. This was encapsulated by my concept & brand, “Words Unite”.
I began this project from the strategic standpoint of developing a universal idea from research on reading habits. The research pointed to markedly improved literacy when the act of reading was a shared experience. An idea was needed that transcended this idea and touched on the communities the campaign was speaking to.
I devised “Words Unite” as a concept of literacy across individuals, family and community. Inspired by the Hackney skyline where I grew up, the original logo shape was based on silhouettes of treetops over concrete. This then informed a colour palette and a visual theme for the brand identity. A typography-based campaign using slogans was developed with the rest of the creative team. I then developed brand guidelines, core materials, advertising, front-end web design, and presented the campaign at the launch event in Hackney.
In 2009 the “Words Unite” campaign was selected as a CIPR (Chartered Institute of Public Relations) Awards finalist in the Integrated Campaigns Category.