The brief

To build on the branding work of the GLA and partner agencies to create an international brand for London to provide the public sector agencies that communicate London’s international offer, with a clear proposition and tone and voice.

The solution

A branding strategy that focussed on internal and external audiences, with a clear USP for London within these markets, a series of facts and figures to underpin the positioning and a brand spirit book, to bring the brand to life, and help inform partner communications programmes.

The result

  • London & Partners established in 2011