Delivering the 2012 legacy

Client

Balfour Beatty

Project

Our Parklife

Sectors

Arts, Leisure & Entertainment
Professional Services

Disciplines

Brand Strategy
Branding
Communications
Digital
Naming

Results
  • A major winning bid for Balfour Beatty

  • A new community-focused heart for East London

External links

Following 2012, the Olympic Park represented a once-in-a-lifetime opportunity to benefit the communities of east London for years to come. We brought that vision to life and helped Balfour Beatty win the bid for the management of the park. Welcome to Our Parklife.

Investing ideas in the community

Our Parklife – a Community Interest Company (CIC) – was conceived as part of Balfour Beatty’s bid to manage the estates and facilities of the Olympic Park beyond 2012. As a not-for-profit CIC, any surplus funds are reinvested into the local community. With a mission to provide opportunities for the unemployed and to get others volunteering, this new entity needed a name and visual identity worthy of its ambitions.

Love life. Love Park.

Various features of park life are built into the identity, with a delightful level of detail that provides endless possibilities for moving image and engaging communications. Our strapline ‘Love life. Love park’ perfectly captures the inclusive feel-good vibe around the park, from those lucky enough to work or volunteer there to those simply enjoying the new green oasis in the heart of east London.

A (gold medal) winning legacy

Balfour Beatty won this major bid – thanks in no small part to the idea that the CIC and Our Parklife would deliver the local community involvement legacy.

Our Park Life Guidelines

The creation of Our Parklife was a ground breaking community interest company and delivery model to help us achieve our commitments and a lasting legacy for the local community. As we put together the Our Parklife concept it really needed a vibrant brand that reflected the vision and objectives we'd created. We approached the Workroom team with our plan and yet again they delivered exactly what we needed. A real fresh name and creative identity that's lasted these past 4 years and a real brand that's delivered all we wished for.

Gordon Sheret, Managing Director, Cities and Communities, Engie UK

parklife
parklife

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