Mayor of London: The London Plan

A striking, illustration-based visual identity for the Mayor’s Spatial Development Strategy for Greater London.

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The London Plan sets out an integrated economic, environmental, transport and social framework for the development of London. It is one of the most crucial documents for the city, that shapes how London will evolve and develop over the next 20-25 years.

We were appointed to develop the look and feel for the 500+ page document and supporting campaign collateral, including launch event materials and social media graphics. Our brief was to capture the geographical and locational aspects of the Mayor’s strategies for transport, the environment, economic development, housing, culture and health.

Through workshops and preliminary exercises we identified an agreed creative direction, an illustrated map of London that would capture the complexity and rich diversity of the Plan. We then worked closely with the GLA Planning Team to identify key content, and sketched out feature elements including landmarks, green infrastructure, cultural and recreational scenes, transport and housing.

The illustrations were then crafted and pieced together to form a wide-ranging picture of London that brings to life this important blueprint for the future development and sustainable, inclusive growth of the city.

What we did
Visual identity
Report design
Event materials
Digital design
Motion graphics

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