Living Streets.
Living Streets is the national charity that stands up for the rights pedestrians. With their supporters they work to create safe, attractive and enjoyable streets. We helped make sure that town planners and policy officials took them seriously.
“We need a Top Gear for pedestrians...but without Clarkson.”
A vibrant campaign brand, for vibrant streets.
Audience.
“I’m fed up with Dylan’s pram getting stuck in the pot halls down our street every time I take him out. Choosing to walk instead of drive should be encouraged and made easier as a healthier alternative.”
Challenge.
For 80 years, Living Streets (formerly the Pedestrian Association) has put the rights of pedestrians first – securing the introduction of the driving test, pedestrian crossings and 30mph speed limits. But a gimmicky logo and inconsistent identity meant the charity wasn’t being taken seriously by town planners. It was time that Living Streets, and its achievements, were put on the map.
Insight.
We didn’t want the brand to be perceived as pedestrian in any way. We had to confront the idea that pavements are boring and reduce any risk of Living Streets being considered a joke. What was required was a more professional style of presentation and photography to demonstrate that streets can beautiful.
Result.
We placed the brand within the heart of communities by combining a new logo with images of vibrant streets, thus showing the positive impact of Living Streets’ work. An attitudinal strapline, 'putting people first' was supported by a new photo library. The new brand was awarded 9/10 in a 'Third Sector' review.