Made of East London
- EcoWorld
- Oxbow
When we first stepped foot in Aberfeldy Village, the regeneration was there but the heartbeat was missing. Here was a community disconnected from its own neighbourhood.
In partnership with EcoWorld, we focused on rebuilding trust before building a brand. Speaking to those who call the village home, we created a bold identity true to local character and Made of East London.
Approach
True local character
Before starting on the brand, we needed to ask some difficult questions, surface some uncomfortable truths, and help EcoWorld acknowledge the core issue: this was a community that felt left behind.
After engaging local residents, businesses, and community groups, we began to understand their realities, frustrations, and aspirations. These insights then reframed the brief entirely. No longer about regeneration, this was about reconnection – leading to a new identity anchored in authenticity, inclusion, and local pride.
Creative
East London culture
Bold, flexible and unmistakably local, the visual identity is inspired by East London’s unstoppable energy and culture. Think authentic storytelling, vibrant photography, and street art inspired by Bangladeshi prints made within the area.
Placemaking activations helped bring the Made of East London concept to life, revitalising local retail units to reflect a bolder, brighter future for the neighbourhood.
Impact
Pride and progress
Here was proof that placemaking begins with listening, not designing. Residents, neighbours, and local stakeholders have embraced the new identity and vision, with Aberfeldy Village now held up as a symbol of pride and progress for East London.
The proof is in the numbers. With 8,000 website visits at initial launch, 13,500 ahead of the marketing suite opening, and the highest number of leads in a single month, our work at Aberfeldy Village won the Best Residential Campaign at the Property Marketing Awards.
