Client: Love Local Life
Love Local Life works in partnership with local businesses and the community to deliver a rewards scheme which aims to be mutually beneficial to all parties involved. Love Local Life is committed to getting relationships back between independent shops and their consumers helping to achieve and maintain a sustainable local economy.
Brief: Love Local Life is already established and has had early success with 15,000 cards issued and a good number of businesses on board in the Macclesfield and Wilmslow areas. The concept has to drive deeper and harder though if it is going to make a sustainable difference to the economy of Cheshire East. Love Local Life intends to continue growing by launching and managing the scheme throughout all of the towns in Cheshire East. We were tasked with re-positioning the Love Local Life brand to better represent its proposition, and have wider appeal to a broader audience.
Response: We began by understanding the core of the organisation and its proposition – establishing its vision, values, brand promise, philosophy and experiences. Taking cues from the established name - Love Local Life - an organic, non-corporate, approach was taken towards developing the visual identity. Layered textural elements, combined with paper cut-out graphics, present the brand as ‘real’ and hands-on, and bring a grounded humility, approachability and community feel to the scheme. The logo takes the form of a stamp of approval – reinforcing the ‘for the people, by the people’ tone of the scheme. The whole identity is given life and flexibility through a vibrant colour palette which allows the brand to work across the vast range of sectors which it encompasses.