Lambeth appointment for Felton

London’s Lambeth Council has appointed Felton Communications to carry out a major rebranding project, after a three-way credentials pitch. The consultancy beat shortlisted rivals The Attik and Spencer Landor to win the job.

The council’s new identity will be launched in November, with implementation throughout the borough taking place over several years.

Felton Communications managing director Roger Felton says the council is open to a number of options, and that a name change has not been ruled out at this stage.

The project is beginning with a two-month consultation period. “It is our intention to get beneath the skin of Lambeth Council and develop a visual strategy to truly represent the richness of the borough’s culture,” says Felton.

The new identity has been commissioned to reflect considerable changes in the running of the council, which has suffered from a poor reputation in the past.

The borough encompasses inner-city areas in South London, such as Brixton and Stockwell.

Lambeth director of communications Robert Blower says, “The communities of Lambeth are getting an increasingly better deal from the council. For example, it now has the fifth lowest Council Tax in the country.

“However, its image, particularly that projected by the council, is holding the borough back. By taking this important step to present ourselves more coherently and professionally, we will be able to evoke more community and confidence in the borough.”