Appetite and Wagstaffs have created a newsletter, and performance and plans summary document for the Greater London Authority, which will be mailed to 2.7m households from this week.
The 16-page document, How Does London Work For You?, summarises the GLA’s annual report, which is available from the GLA next week. It has been designed by Wagstaffs for a fee of £6000.
The document sets out the plans, targets and performance indicators of the GLA and its four functional bodies, the London Development Agency, the London Fire & Emergency Planning Authority, the Metropolitan Police Authority and Transport for London.
Wagstaffs created the annual reports and plans for the GLA and the LFEPA for a fee of between £12 000 and £18 000 per body. The consultancy also laid down brand guidelines for the annual reports of the remaining bodies.
The summary document is enclosed in a 16-page newsletter, designed by Appetite.
The newsletter acts as a “gateway to the summary”, says a GLA spokeswoman.
“The summary contains quite dry information, so the newsletter has been made a bit more colourful. We will wait until we receive feedback until we make a decision on whether we continue with the newsletter,” she says.
Wagstaffs partner Jason Hawthorne says the formal nature of the summary document had to be made inviting to Londoners.
“We took the information and created a format that would make it readable and accessible to the general public. It is exciting in its format and helps tell the story they are trying to put across,” he adds.
Appetite, which designed the corporate identity for the GLA (DW 8 December 2000), has been commissioned to create the identity and literature for the forthcoming concert, Respect, in July.