Ebbsfleet Garden City, centered on five key pillars: Water, Energy, Recycling, Active Travel, and Biodiversity.
Background
As a modern Garden City, Ebbsfleet has embedded sustainability into its foundation. However, their existing approach lacked a cohesive proposition and visual identity to unify their efforts and make the five pillars resonate with the community. They needed a strategy that not only reflected these pillars but also inspired behavioural change, encouraging residents to actively participate in creating a more sustainable future.
Strategy
We began by conducting comprehensive community research, including interviews and surveys, to understand perceptions of Ebbsfleet Garden City’s sustainability efforts. This research highlighted the behaviours, values, and motivations driving residents’ attitudes toward sustainability. Insights revealed opportunities to simplify and clarify the messaging around each pillar while tapping into the community’s existing commitment to greener living.
With these insights, we developed a cohesive brand strategy. The new identity included a core brand narrative and a series of distinctive icons representing the five pillars. This visual approach made it easy for residents to identify and connect with specific sustainability initiatives.
The brand was brought to life through a pilot communications campaign aimed at raising awareness and driving behaviour change. A suite of assets was created to support the campaign, designed to capture the community’s attention and inspire action.
The
results.
The brand proposition provided Ebbsfleet Garden City with a unified platform to engage residents around sustainability. It has fostered stronger community alignment with the city’s green goals and set the foundation for future initiatives that drive positive environmental change.
