Project Description

Keep London Safe

London’s local authorities joined forces in March 2020 after deciding to deliver public health communications on Covid-19 and, specifically, NHS Test and Trace. The campaign was to be called Keep London Safe. I was commissioned to design the identity. The brief was to make it friendly and approachable, to set it apart from the bleak government communications up to that point. I created a bold and friendly visual style that extends from the logo down through the character design to easily communicate difficult ideas around tracing, testing and bubbles and to speak to individuals, families and communities. I went on to design posters, social media assets, an Instagram film and the brand guidelines that were sent out to the London councils so they could produce their own materials. The campaign has adapted with the pandemic and is still running across London, tasked with speaking to different communities about every aspect of the fast-changing situation.