ReLondon
A clarion call to Londoners to play their part to save the world
We are living through a climate emergency, and only a dramatic shift in behaviours will keep global heating to below the point of no return.
The London Waste and Recycling Board (LWARB) have developed programmes to accelerate London’s transition to a low carbon circular economy, but they needed a powerful new name, identity and message to cut through to London’s businesses and boroughs and citizens and inspire them to act.
Insight
Our research showed that a massive step-change is needed to galvanise people to respond. The work LWARB were doing was ground-breaking, but their increasingly irrelevant name and formal brand style was not capable of delivering the necessary impact. They needed a singular, powerful message, with an unmissable reason WHY to deliver cut-through and energise the city and its inhabitants to act.
Ideas
We encapsulated their focus on reducing consumption-based emissions from plastics, food, textiles, electricals and the built environment into one thought – stuff. It’s time to turn a critical eye on all the stuff we make, buy and consume every day.
Impact
We created a dynamic and flexible identity system to validate their positioning as an agent of transformational change in our capital by:
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“As a global society we have a massive challenge ahead of us – the stats are frightening. But we truly believe that the solution to the climate crisis is within our collective grasp. RBL understood the complexities of the problem, and the need for a powerful message with clear and meaningful actions to enable everyone to play their part. Our new name, identity and message deliver all of that, and have filled our team with new hope and vigour – together, we really will save the world.”
Ali Moore
Head of Communications and Behaviour Change, ReLondon