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Client:
Hill wanted a bold and vibrant brand for its major new regeneration project with Peabody. Located on the former Ford stamping plant factory site in Dagenham, the development will transform this former industrial land into an exciting new neighbourhood of 3,500 homes, shops, cafés and services, set in landscaped green space.
We devised a brand that captured the creative and vibrant character of East London, while also alluding to the landscaping and green spaces that will form an import part of this new destination.
As this was the first phase of the wider regeneration of Dagenham, the brand also evoked a sense of growth. The design style was urban to reflect the location, and the colour palette was inspired by the vivid colours often seen in graffiti, rather than softer floral shades.
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