Hackney Design Studio was tasked with creating a brand identity for the initiative that would resonate with the visitors and nighttime businesses. The studio opted for a softer approach, utilising neon lighting aesthetics, a simple icon set, and a playful cityscape background. The design incorporates a distinctive display font and aligns with the overall Hackney brand. This straightforward and adaptable approach allows for easy implementation across multiple channels.

Taking into consideration the different strands the program would need to deliver. Harassment, misogyny, alcohol fueled aggression, and defecation were just a few of the issues that would need to be addressed. Rather than try to address the challenging nature of these issues, we opted for a softer approach using a neon lighting type feel.

The brand assets included the logo in various forms, simple icons, a nighttime background with cityscape and palm trees for a bit of fun. We used a specific display font and brought everything together with Hackney brand assets. Keeping the brand simple and relevant means we can easily adapt it to multiple channels quickly.