Leading the charge

Electrify London envisions a city with decarbonised transport, quiet streets and clean air. The campaign was launched by Clean Cities at a pivotal point before the 2026 local elections, where councillors and mayors will be elected and given responsibility for 95% of the roads in London.

To secure public support and manifesto commitments pushing forward the electrification of road transport, the campaign needed an identity ready to reach businesses, political changemakers and everyday Londoners alike.

A boost of energy

In our early workshops with the Electrify London team, we identified a key challenge the campaign had to overcome: lethargy. In a time of increasing political polarisation and denial of the impacts of climate change, the campaign needed to beat inaction and mobilise people who get things done.

Inspired by the optimism of modernist design, with its bright colour palettes, simple geometry and bold typography, we played on the power of electricity to bring a feeling of energy and buzz to the brand.

Sparking change

The brand avoids stereotypical ‘eco’ imagery and palettes, instead opting for a set of colourful icons which represent London’s busy streets and can be used in motion. The identity shows off the variety of solutions the campaign proposes, with vehicles for every need ranging from transit vans to cargo bikes.