Small Back Room has created the brand for London 2012 Olympics legacy neighbourhood East Village, a residential development which will sit on the site next to the Olympic Park.
The name was chosen through public competition and has been matched with a postcode shared with fictional EastEnders district Walford.
Appointed by development partners QDD and Triathlon in September 2010, the consultancy sought to create ‘a long-term vision, not about property development but neighbourhood and community,’ according to Small Back Room client services director Tim Lewis.
‘[The identity] had to show that this place has the potential to give people more space, more time – through transport links – and more choice,’ he adds.
A typographic identity showing location also allows for flexibility – ‘We can use it against youthful or classical images,’ says Lewis.
The new community will not be completely open until 2013 when 2818 homes designed by 16 international architects over 11 plots will have been built.
As such, Small Back Room was challenged with ‘trying to create a picture in people’s minds of what the neighbourhood will be like,’ says Lewis.
Illustration agency Mission and photographers Richard Leany and Mike O’Dwyer were commissioned.
A broad colour palette is being applied across print and online communications ‘to reflect the changing levels of activity – the colours and mood of the neighbourhood.’