Hackney has led the way in building new council homes. Since 2011, we have delivered approximately 3,000 new homes, prioritising council homes for social rent, shared ownership or Hackney. Between 2018 and 2022, we started, completed or received planning permission for 1,984 homes – more than half for social rent, shared ownership or Hackney Living Rent.
The Hackney is Building campaign unifies these projects under one colour palette and set of graphic assets, with use of hands and placards reflecting a sense of collective mission and campaigning to solve the housing crisis. Use of the identity across all materials – whether resident-facing newsletters, site hoardings or policy documents – visually identifies projects as Council-led and preemptively counters stereotypes of developer-led gentrification.
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To create a brand that aims to promote the advantages and opportunities regeneration brings to affected residents, raise awareness of the scale of the Council’s own housing regeneration programme and its unique features. We were tasked with raising awareness of the scale of housing need in Hackney and that our programmes are designed to help solve, and give a narrative platform for public affairs work to influence government housing policy.
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The Call to arms visuals use an illustration visual of an arm thrust into the air. A number of different scenarios can be created to evoke a sense of getting stuck in. Whether it be to highlight the challenges the Council faces, provide job opportunities, create excitement about what is being built, or gather support to petition against central government decisions, the visuals create a rallying call to tell everyone how it is. It’s simple, honest and gives a sense of coming together to build, unity, urgency and dynamic action. In some ways there’s no other way to say it, than how it is.
