LONDON FIRE BRIGADE
BRAND
MANAGEMENT
Creative direction of brands including art direction, branding design, brand architecture, brand insight, mulitchannel marketing campaigns and brand partnership strategy
Working with LFB I established a brand strategy working with my design team and the LFB communications teams to develop a holistic strategy encompassing brand identity, brand partnerships, sponsorship, events, exhibitions, digital marketing initiatives and key campaigns in line with LFB strategic objectives.
FIRE BRIGADE SANS
BRANDING
Creating new brand identities and marketing campaigns including commissioning a brand new typeface for London Fire Brigade - Fire Brigade Sans. The Foundry Types created the new typeface working with my design team and Studio Sutherl&. a bespoke typeface that is historic, relatable, and dynamic. The new Headline typeface will sit alongside the current primary typeface, Fire Brigade Sans, which seamlessly integrates with the new LFB brand identity. Inspired by the fire station architecture, façade signage, hand-painted lettering on the sides of horse-drawn Victorian water pumps, and London’s bygone fire engines. The grotesque style also embodies all the LFB’s desired characteristics: uniquely modern but classic, human and approachable, robust, bold, and strong.
PATRICK MCDOWELL & LOU JASMINE
FASHION
Collaboration between fashion designer Patrick McDowell and photographer Lou Jasmine for London Fashion Week.
Patrick McDowell had created a collection "Firefighting Aunties" inspired by London Fire Brigade. Lou Jasmine photographed LFB's LGBTQ+ members of staff and allies modelling Patrick's collection for an exhibition held at Euston Fire Station for London Fashion Week and London Design Festival in 2022 celebrating LFB Pride.
ACT ON FLOODING
CHELSEA FLOWER SHOW
Collaborating with Chelsea Flower show to showcase London Fire Brigade's work on flooding with an award winning stand designed to highlight the issues of flooding in urban areas which has been exacerbated by climate change. The stand showcased how more permeable paving and planting can manage rainfall which helps to reduce the risk of flooding in people's homes and featured a tank with a fully submerged car to show the sort of flooding incidents firefighters could face in emergencies.
CLIMATE CHANGE & FIRE STATION GARDENS
MENTAL HEALTH
& WELLBEING
London Fire Brigade station gardens formed part of the new mental health and wellbeing fundraising strategy partnering with Kew Gardens under their Grow Wild programme to raise funds for a three year programme to create a garden in every fire station.
E-COMMERCE
The development of the online shop was part of a programme to explore new commercial avenues for both London Fire Brigade and the LFB Museum which is undergoing a large-scale redevelopment. With no previous sales data it was difficult to know which products would sell so the shop was designed to work on a print on demand business model, enabling LFB to limit stock risk, develop merchandise ranges with strong design elements and maximise customised options. The print on demand ranges were designed to appeal to a broad audience both staff and consumers. The idea was to have strong graphic elements of the LFB brand such as the star heraldic badge emblem combined with text elements such as LFB’s mission statement “Trusted to Serve and Protect London” to create a range of bespoke merchandise across homewares, fashion and sportswear. All of the merchandise has customised options to choose your designs for both the front and back of products such as t-shirts giving the option for customers to choose the call sign and station name of any of the 102 fire stations across London.
LOVE IS THE RUNNING TOWARDS AT SHOREDITCH FIRE STATION
EXHIBITIONS
The Running Towards Exhibition was a collaboration between London Fire Brigade, Brintons, KesselsKramer, Thomas Sharp, Studio Sutherl& and a host of British creative studios and individuals who have all been inspired by London Fire Brigade’s design heritage, transformation and firefighting history which spans over 150 years. The exhibition was held at Shoreditch Fire Station which remained operational during the show so visitors experienced a glimpse of firefighting life behind those iconic red shutters as firefighters headed out on emergency calls.
