Say what you mean, do what you love and fucking send it
Elevating and expanding diverse culture and independent businesses in East London
The Blackhorse Creative Enterprise Zone (CEZ) fosters creative growth in the Blackhorse Lane area of east London. Fluoro worked with Waltham Forest Council to craft a brand identity and strategy to elevate, protect and expand the area’s diverse artistic culture and eclectic, independent businesses. We collaborated closely with the local community to create a name, positioning and identity for the Blackhorse CEZ: The Blackhorse Collective.
The shape of the logotype concept is inspired by the zones along Blackhorse Lane, while the style reflects the area’s industrial heritage. A muted, craft-inspired colour palette is brought to life with bold accents that derived from the iconic murals found within Blackhorse Road Station.
We built a comprehensive visual identity including graphic devices, art direction and photographic treatment, used across social media and new website that became a hub for the community. Brand positioning and tone of voice guidance captured the collective’s inclusive and supportive nature, and commitment to their purpose.
The new identity is recognisable to unify the zone yet understated enough to allow the businesses to remain centre stage. Blackhorse Collective brings to life a place where an eclectic mix of makers, creators, students, locals and businesses thrive.
“This project was close to home and allowed us to support local creatives and advocate for the protection of arts and culture in our local community.”
Eddie Caldwell, Design Director, Fluoro
