Legacy Youth Voice
Bringing the London 2012 Olympic Legacy Youth Programme to life.
The Legacy Youth Voice, run by the London Legacy Development Corporation (LLDC), is a key part of the London 2012 Olympic legacy.
Set up in 2008, the group is formed of young people from the host boroughs, who bring a youth perspective to help advise and shape developments in and around the Queen Elizabeth Olympic Park. They also act as ambassadors, encouraging young people to visit the Park and get involved with the group.
I was commissioned to develop a new brand that would appeal both to the diverse audience of young east Londoners and the professional bodies the group engages with, whilst also working within the context of the existing Park brand and identity.
After running a series of workshops to define the brand strategy and understand the needs of the different stakeholders, I developed a look and feel based on the existing Park identity but entirely re-imagined for a younger audience.
A simple, punchy tone of voice was introduced to help the group more clearly communicate their role, combined with a visual look and feel which was effective within limited budgets and has almost as much energy as the young people themselves.