Templo releases a playful identity for Mayor of London’s Crowdfund London

Launching today is a new identity for Mayor of London’s Crowdfunded London, a programme that empowers communities through civic crowdfunding, supporting a whole host of projects such as community spaces, art pieces and gardens. Released in collaboration with branding and digital agency Templo, the identity comprises a film, a collection of social media assets and a report – the latter formed via impact research conducted by innovation foundation, Nesta. In its research, Nesta sought to look at the achievements of the programme, evaluating the impact that Crowdfund London has held over the last five years, thus demonstrating how to empower people and local neighbourhoods in the future.
An imperative part of the design was to evoke playfulness – coupled with a pamphlet and suite of social media assets – meaning that the findings would be easily digestible to the reader. “The research is centred around community coming together to enrich their local area in a variety of ways, such as young people in Hackney making a new public space or a florist that repurposes thrown away supermarket flowers,” explains Pali Palavathanan, co-founder and creative director at Templo, in the release. “Reports of this nature are normally stuffy and cold. So we wanted the identity to convey this collaborative community spirit in a fun and abstract way. The identity includes characters which represent different cultures to highlight the inclusive nature of the Crowdfund London platform.”
For the identity development, Nesta and Greater London Authority brought together a mix of talent to bring the research to life, including designers Maili Knowles-Lee and Georgia Collins, plus animation from James Churchill. The team also created a 100-page report to present the research findings, conceived through infographics, illustrations, case studies, data, photography and film from Postcode Films.

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