Greater London Authority (GLA) is a top-tier administrative body for Greater London led by Boris Johnson, the Mayor of London. GLA's aim is to show London’s eco system and visually answer the question: What will London's Infrastructure look like in 2050?
The output will be presented at the London Infrastructure Program 2050 summit at the City Hall, London. There is a broad audience to communicate to with different needs and pain points from Government lobbyists and advisory services on one scale to the general public on a Global scale. The output must be clear and accurate, whilst remaining creative, motivating, and engaging.
There will be a range of topics to communicate based on The London Infrastructure Map, Green Infrastructure, Circular Economy, Regulation, Why holistic infrastructure planning at the GLA, Water, Energy, Innovation, Funding, Transport, Public sector intervention to unlock growth).
THE CREATIVE IDEA
The vision from the outset was to produce a series of distinct, informative infographics with high editorial rhythm linking the posters visually and through narrative where possible to provide a story flow and provide an on-going memorable theme to incentivise the audience to connect further.
Prior to developing the creative, our data journalists worked closely with GLA to distill large explorative reports into 10 easy to follow story maps. This early process helped inform the creative approach enabling cohesion between the creative and information to be displayed. Whilst the assets would be presented to guests at the City Hall, we decided upon a series of connected 10 A0 sized information posters allowing the reader to walk through a story at their own pace.
The visual language needed to sit in harmony with the Mayor of London core principles as ambitious, authentic, engaging and diverse. We recommended large symbolic, bold illustrated images to frame the subject, develop hierarchy and use as a device to peg information points off. Essentially, this positioned the material to become insightful and more enriching over a traditional creative poster.
The illustration style allowed us to create detailed, bustling scenes that capture the London spirit, and enabled us to craft multi-dimensional set-pieces so that many situations can be showcased in a compact space. Simple maps and chart elements were weaved into the illustrated landscapes to allow for some academic balance, summarise evidence and add context into the piece with minimal reader effort.
Presented at the London Infrastructure Program 2050 at the City Hall positioned in front of Keynote speakers, which included Boris Johnson, and it’s invited guests. Guests and internal policy makers commented on the engaging nature and simplicity of the communications with requests for the infographics to be sent electronically for later reading. GLA are in talks with infogr8 to further develop the campaign to be realised and repurposed for the GLA website.