Using the right visual language to this brand-savvy target audience was critical to the success of the whole project, young south Londoners would not respond to something that appeared too formal or worse still patronising. We wanted it to look more ‘sick’ than ‘dry’! To get buy-in to the creative direction of the new brand we directly consulted the target audience. We made strong visual reference to the vitality and energy of the target audience and kept the Council branding neutral and subdued. The brand has been applied widely across a range of formats from digital and social media, to minibus livery and interiors.