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Campaign: ELBA identity re-launch

Client: East London Business Alliance (ELBA)
WPP company: Coley Porter Bell, UK

East London is one of the most vibrant and diverse areas of the UK’s capital. It has been transformed from an industrial centre to a place synonymous with exotic food, multiculturalism and lively street markets. But many parts of East London are run down and have high levels of poverty and unemployment.

The East London Business Alliance (ELBA) encourages companies to support regeneration of the area, through a number of diverse programs covering employment and skills, mentoring in schools, health projects and support for social enterprises.

Design agency Coley Porter Bell worked pro bono to create a fresh, dynamic identity for ELBA. The logo portrays two brightly-coloured overlapping faces looking east, reflecting both a meeting of minds and the vibrant, multicultural heritage of the area. The new identity will help raise the profile of the organisation in the crucial run-up to the 2012 Olympics which will mainly take place in East London.

“Our new identity captures the energy and excitement of the work ELBA does with and for the people of East London,” said Liam Kane, Chief Executive, East London Business Alliance.