Corporate branding: Greater London Authority

Motivating Londoners to use their vote

The brief

The June 10 2004 London elections were the most complicated ever organised in the capital, with three elections taking place on the same day. In the largest single electoral event ever held in the UK, London's 5.2 million voters were given the chance to choose London's next Mayor and Assembly and nine members of the European Parliament.

The management of the election was handled by a team separate from the Mayor's office and London Assembly and we were asked to develop a name and identity which would be distinct from the GLA.

The solution

With falling voter participation levels it was important that the new organisation's identity acted as a clear call to action to stimulate the electorate. We created 'London Elects' as a positive and authoritative focal point for Londoners to encourage 'buy in'.

Post-election research illustrated an increase in voter participation and motivation levels with voter turnout up from 14% to 37.65% for the European Parliament election. The London Mayor and Assembly Elections followed a similar trend with a rise by 2.52% to 36.95% for the Mayor.

"The Team demonstrated a clear understanding of the complex political issues a newly formed organisation like ours faces. They provided us with a name and identity that we are proud of and that will really make a difference to Londoners in the 2004 London elections and beyond."
Andrew Nye, Head of Communications, GLA London Elections Team

'Great product'
Anthony Meyer, Greater London Returning Officer