Fifty Thousand Homes – campaign branding and website

Fifty Thousand Homes is a campaign to double housebuilding in London by the end of the next mayoralty in 2020.

London First, the business membership organisation leading the campaign, asked Soapbox to come up with a bold and dynamic brand for Fifty Thousand Homes. We used the iconic London brick as the basis for a distinctive visual identity that would speak directly to the target audience – the 2016 London mayoral candidates and their teams – as well as galvanising wider public support for a renewed housebuilding effort in the capital.

We then developed a campaign website and rolled out the brand across a range of outputs including events materials and social media platforms. Rules for application of the identity, including use of the logo, colour palette, typography and graphic style, were also codified in a detailed branding guidelines document.