Thames Freeport covers three boroughs to the east of London, stretching 34km along the Thames. It is forecast to generate £2.6bn in annual GVA and create over 21,000 new jobs. With vastly different audiences, it needed a unifying idea that allowed it to tell two very different halves of the same story, while building trust across stakeholders.

We translated complex policy, infrastructure and economic development plans into a compelling and accessible narrative. We developed a strategic framework to attract large scale international investors, while telling a story of inclusive growth to the local community and Whitehall. We positioned it as a place to drive resilient growth in an uncertain world for international investors. And with a slightly different twist on the expression, demonstrated how it is delivering tangible benefits for local communities as a catalyst for opportunity, skills, jobs, housing and community investment.

We refreshed the identity, overhauled the tone of voice, removing jargon, simplifying copy to make it more emotive and benefit-driven. The visual language represents growth, renewal and momentum. The imagery balances a sense of place and its people with communicating the Freeport’s specialisms. We also developed an integrated marketing and comms strategy.