Four was commissioned to assist the Mayor of London to launch his new initiative, promoting the creation of Creative Enterprise Zones in London.
The purpose behind the campaign is to highlight that creative industries are a vital lifeblood in the culture of our capital – whether in design, fashion or manufacturing, tech and music, arts or performing arts – and that this sector has traditionally been priced out of workspaces in central London. Given their importance to the nurturing of real talent, as well as for the cultural blueprint for London as a world leader for creative development, the Mayor will provide funds for London boroughs to help encourage them.
There are many areas of London where regeneration programmes are already in place and these can provide the perfect opportunity to create ‘zones’ where creative industries can be based, bringing new life to a community. Typically, creative communities have provided great profile for up and coming parts of London, and under this new strategy, Boroughs will be incentivised to sustain these areas.
In certain London boroughs, particularly areas like Walthamstow and Tottenham, this has already been very successful, but for many others this requires additional funding to facilitate it. The Mayor has therefore invited boroughs to apply for funding to support the policy, with a commitment to create long-term creative communities.
Commissioned through the GLA framework, Four’s initial task was to help the Mayor’s office create a prospectus as the lead communications piece (see here) detailing the policy and the strategy behind it. The result is both a printed and digital asset which clearly defines the need and benefits for application.
The cover design was commissioned by Four, bringing in the celebrated celebrated mural artist Vic Lee to create two pieces of stunning artwork for the covers, both of which will now be the lead visual signature for the communications campaign. The prospectus was designed by Four Creative, led by John Scully together with Piers Bracher and Amy Chevis.