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The new story and visual system was used by then Prime Minister, Boris Johnson, during his international trips. The campaign, used internally to get stakeholders to embrace the story and the visual identity, has been well embraced and helped them to tell a stronger story for the organization and to the world.


We created the promise that London is “Where great things start.” It breeds curiosity, fuels ambition and equips you to take on the world. This platform could work flexibly to message across their diverse audiences of students, visitors, businesses and investors.

Taking visual cues from the city of London, the colors, patterns, and layout are instantly recognizable and also reflect the singular boldness of the promise.

With the promise that “Great things start here,” we created a campaign with the bold and provocative statement to “Take on London.” With a series of hashtags to #takeonlondon, we were able to demonstrate the amazing wealth of assets that London has to offer those who come.


After the London 2012 Olympics, London & Partners wanted to ride on the attention and excitement around London and reintroduce the city on the world stage. Starting with a new story as well as a visual system and communications material we helped them articulate why all should come to visit, study, build and live in London.


Brand Strategy, Storytelling, Visual System, Creative Campaign, Video

— Services

Creative Director 

Siegel+Gale 2012

— Role




Young Kim

Kieran Edwards



Liana Dinghle

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