The Eastern City is the financial hub of the Square Mile. Home to iconic tall towers and our world leading financial and professional services, it faces increased competition as well as perception issues with younger workers, driven by values. Changing working patterns are a particular challenge for the UK’s biggest and most famous central business district.

We unearthed insights around work, lifestyle and what it means to work in the Square Mile itself for Gen Z and millennial workers.

The brand and positioning taps into their emotional drivers around collective action to make an impact through work, while connecting with others. We reframed the City as a place driven by a spirit of community and collaboration to tackle big human challenges and make everyday life better. This de-positions the City as an intimidating place only for a select few, using the visual identity to soften the imposing skyscrapers.

We ran integrated broad reach campaigns to increase brand awareness, supported by direct response activity to drive footfall to activations. While primarily targeting younger workers in and around the Square Mile, we have also successfully engaged a secondary London audience, curious and hungry for new experiences.