Iconic construction brand, London Brick, has been in production for 140 years. Used in approximately 23 percent of England’s housing stock, it has helped in the construction of some of our most recognisable buildings. Today, London Brick is used almost exclusively in the renovation and maintenance market. The styles and colours in its range are designed to match the five million houses built using London Bricks, as owners look to improve and extend their homes. With an objective to ensure that new entrants to the construction sector understand the unique properties of London Brick, its owner, Forterra, briefed agencypds to devise a campaign targeting bricklaying students in further education colleges.
Our campaign, under the title of ‘Building Skills for Better Futures’, invited colleges to bid for resources to transform their construction workshops. The winning colleges would take delivery of a donation of 7,500 bricks worth £5,000 for students to use in live brickwork projects.
Mindful of the time pressures on teaching staff, we were determined to create a concept that was highly accessible, direct and easy to understand. We developed a suite of materials to support the campaign including posters, branded emails, a personalised information booklet, fully-responsive microsite and application portal, and an exhibition stand to promote engagement at the annual WorldSkills UK LIVE show at the NEC in Birmingham.
The London Brick colour palette typically makes use of black and white with a highlight of orange. With a brief to bring a classic brand to a youth market, orange became the hero colour and the Masterbrand logo was amended to create a clean and simple campaign identity maximising the use of white space. By retaining the typography from the original London Brick logo, we were able to ensure brand continuity and create a clear connection between the campaign and the Masterbrand.
A photoshoot on location in a college construction workshop produced images of students engaging with London Bricks in a live environment, reinforcing the target audience and adding personality to the campaign. More than 35 colleges engaged with the campaign and made a submission with six winning colleges chosen to become London Brick Construction Hubs. The campaign was so well-received, it is due to be launched for the second consecutive year with the aim of broadening the audience for London Brick amongst the future construction workforce.
the project team
Shaun Drage (Senior Designer), Emily Syson (Designer), Lynda Doggett (Studio Administrator) and Olivia Ray (Sales Director)