Elephant Park

CHALLENGE

Elephant Park was hugely sensitive project, intending to revive a famous part of London, by delivering one of the capital's best new places. But one risking upsetting a diverse and fiercely proud existing community.

THE INVENTION

To make Elephant Park the Life & Soul of the Elephant. Not just a strap line, but a promise inspired by the LatinX diaspora present in the area. By drawing on an authentic way of life, we were able to layout a programme of relevant activations that brought the community together, whilst attracting wider London. The meanwhile use engaged with local businesses, keeping the spirit of the Elephant close to the project and the brand vision ID designed to tell the story, not of regeneration, but of reinvigoration.

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The ampersand acted as an artistic storytelling device. Allowing us to introduce narratives in a concise but visually spectacular way. Eye catching on hoardings and social media, powerful and engaging in B2B communications.

The Lendlease head office was a semi-permanent feature at the heart of the development. Situated right on top the park itself, which was the first part of the project to open to the public. So it needed to blend in.

Our concept spoke to the mature trees, fresh air and new life being created at the heart of the community. And inside, we took the opportunity to cement the vision into the minds of the people on the job.