East Village Neighbourhood

  • Brand communications
  • Art direction
  • Marketing strategy

City lifestyle, village values

East Village is the former London 2012 Athletes’ Village on the doorstep of Queen Elizabeth Olympic Park. Named “London’s hippest postcode” by Vogue, it’s a vibrant neighbourhood of more than 6,000 people, independent retailers and plenty of green space.

We’re helping Get Living London to grow the area as a destination, by creating a flexible brand system and marketing strategy promoting the retailers and hosted events.

Through understanding the independent community spirit and local residential audience, we’ve been able to create communications with real cut-through.

“All eyes are on Stratford – E20 is London’s hippest postcode right now.”


Evolving the brand
To showcase the evolving nature of the East Village neighbourhood, we introduced contrasting typography and an updated colour palette, alongside textures and materials inspired by retail interiors. Photographic art direction sets an inviting mood, by showcasing produce in real settings.

Real people, real stories
Working with Carol Sachs (for lifestyle photography) and Charlotte Tolhurst (for food), we’re telling the story of the retailers and their produce, creating engaging content to drive interest around East Village’s offering.

A loose brand framework
The new framework is rolling out across seasonal campaigns throughout the year, and being introduced on wayfinding across the site. One-off event brands, such as 2016’s East Village Market, also fit into the flexible system, keeping an element of the organic and handmade in the overall scheme.