Back to topSelected Projects — E&C Regeneration
Brand and communication
The £1.5 billion regeneration of Elephant & Castle is one of the largest rebuilding and neighbourhood renewal programmes in Europe, covering over 170 acres in central London.
Previous plans faced stiff opposition from local residents and businesses and difficulty in attracting the right commercial partner.
Wire was selected to work alongside the key stakeholders, based on sensitivity to, and understanding of complex social issues and an ability to create, strong commercial credibility.
After extensive research and consultation, a set of messages and brand identity were developed to emphasise the potential of the location. The effective regeneration of the Elephant & Castle was seen as an essential catalyst for the improvement of the whole of the South Eastern sector - ‘The missing quarter of London’.
After three years of carefully targeted marketing, including international exhibitions, film and community consultation programmes, the regeneration plans were enthusiastically accepted by local people with a 94% approval rating.
The project has now passed smoothly into the hands of commercial partner, Lend Lease and will continue to evolve over the next eight years.
Elephant & Castle