Streets Ahead came in to see us about their brand. The group plan to turn a largely disused street into a green space for the local community. The site is positioned between two primary schools in Lambeth, so transforming it into a green space would provide a safer thoroughfare for the pupils and their families, as well as providing a recreational space.
They have already achieved so much by securing funding and council support. However they still need to involve the local community. And for that they need a brand or identity that local residents can relate to.
As Van Gogh had lived in the area they had considered naming the campaign in his honour in some shape or form. We felt that there was a possibility that local residents may not consider him to be representative of their community. There was also the concern that this direction wouldn’t be descriptive of the campaign’s function or say very much about what the group was trying to achieve. Sunflowers and iconography related to the artist have been used by so many groups and have so many connotations that it wouldn’t be doing the campaign any favours.
After working through the ideas behind the campaign we suggested the name ‘Grass Routes: Streets for People’. We also offered some ideas for a logo, which involved grass growing up through concrete, tarmac or between streets. Both of these suggestions were well received. So much so that at the time of writing, they have already adopted the new brand. How’s that for a speedy turnaround?
We wish ‘Grass Routes’ the very best of luck in their campaign.
Post by Tracy Brown