Fearless Originality
Made by Tottenham
Purpose
- Building brands
- Shaping places
- Creating journeys
What we did
- Brand strategy
- Visual identity
- Verbal identity
- Digital
- Campaign
Collaborators
- The people of Tottenham
Tottenham, the district of London, has struggled to shake off a turbulent reputation. But scratch beneath its surface and you reveal a place of untold creativity, ambition and openness. We worked with Haringey Council to create a new brand for Tottenham that served to unshadow its eclipsed identity, to celebrate its creative community, and to draw in new business to revive a once-overlooked part of the city.
In the thick of lockdown, we met, workshopped with and listened to local creators on Lemonade, our freshly-made digital engagement platform. Our research informed a simple strategy: put the people that make Tottenham special at the heart of the brand. Made by Tottenham was born, underpinned by the brand idea ‘Fearless Originality’ – an honest reflection of the unequivocal attitude and spirit of the place. The visual identity sought to bottle Tottenham’s energy, kinetic and never still, honouring the lightning bolt in the original Haringey logo.
We learned that, above all, Tottenham’s creative community were calling for a place to be found and to connect. We designed and developed a new digital platform to link people and product, reimagining the concept of the Yellow Pages for a new generation. An out-of-home campaign brought the directory to the streets, promoting Tottenham’s creators locally and beyond.
Who owns Tottenham?
The success of Made by Tottenham is its adoption by those it was made for and by; the community. The platform is a thriving meeting and marketplace, celebrating Tottenham’s original talent. The district has reclaimed its identity and with that brings new people, new jobs, new homes, new opportunities. By co-creating the brand with those that use it every day, we’ve ensured it is them that own it. It is this ownership that secures its legacy. Because this was not made by us. It was Made by Tottenham.
