Challenge The borough has an unusually high spike in accidents involving pedestrians who’ve had one shandy too many in the vicinity of bars and clubs. How do you reach inebriated pedestrians as well as car/taxi drivers and not use shock tactics, appear too authoritarian or trivialise the issue?
Solution Our response was a bold yet simple twist on the ubiquitous road infographic language with the overriding message ‘get home safely’. Running across bus rears, tube and escalator panels as well as bus stop shelters and a social media campaign, it also featured on beer mats, Oyster wallets and a dedicated blog site not to mention the specially designed competition t-shirts.
Definitely one for the road.
Result Both The Spectator and Evening Standard wrote features on the campaign purely through encountering it – there was no PR (...budget) – until then of course!
Services provided Brand Identity, Marketing Collateral, Advertising
Challenge Kensington & Chelsea wanted a behavioural change campaign that would help reduce the number of casualties and accidents effecting 2-wheel road users in the borough
Solution Beam devised a campaign that played upon the idea that road users only behaved in an aggressive and thoughtless manner because they felt that they were anonymous in London. To engage the audience we flipped the captions so that 'Your Mother' ran across the image of White Van Man, Your Granny across Male Cyclist and so on. The campaign ran across bus backs and bus stops and the launch campaign url was projected onto Trellick Tower for a week, where a quirky film that had a clever circular loop story sat and which quickly went viral.
Result Total number of casualties in 2011 compared to 2010 RBKC Cyclists -5% Inner London Cyclists +13% RBKC Motorcyclists -7% Inner London Motorcyclists +7%
Services provided Campaign Strategy, Campaign Identity. Art Direction, Film Direction, Social Media Strategy
Challenge The vast basement home refuse and recycling centre on the Holloway Road was a dark, confusing and uninviting place - hardly a space that was going to incentivise local residents to brush-up on their three Rs - Reduce, Reuse, Recycle
Solution Using building-wrap large format printing Beam succeeded in making a relatively modest budget cover an enormous acreage of space. Bright vibrant greens, forrest and grass scenes and engaging graphics helped both cheer the space up and communicate directly with their audience.
Services provided Art Direction, Environment Design, Graphic Design
Challenge Beam were approached by the Royal Borough of Kensington and Chelsea to help them encourage local residents to take to their bikes as part of a three-year EU programme to reduce carbon emissions and increase cycling through marketing-based initiatives.
Solution The identity revolved around information graphics that highlighted positive reasons for cycling. Digital assets included a news channel style website with live feeds and blogs and a unique ‘Blue Plaque App’ to guide cyclists around Kensington and Chelsea’s famous dwellings and using geodata to activate voice-overs at each location about the character who lived there. We shot several short films and animated features and organised live events including a highly successful Bike Heroes tie-up with Brompton bikes.
Result Cycling in the borough increased by 24% over the two year period the campaign ran. The website won London Cycling Awards best digital campaign in 2014 and the ‘Just can’t get enough’ film has received over 250k views on Vimeo. The campaign had press coverage on 128 occasions including features in the Guardian, Time Out, the Independent. A survey of over 500 residents found that 33% said that because of Bikeminded they are now cycling more, on average 10 miles a week more.
Services provided Brand Strategy, Brand Identity, Marketing Collateral, Advertising
Challenge Southwark had an ambitious consultation approved to get more of their residents choosing a bike as a default transport option. They needed a campaign that would be inclusive and inspirational.
Solution A combination of lifestyle photography and illustration allowed us to create posters and digital marketing collateral that was quirky yet empathetic, engaging people (in a busy visual landscape) but not appearing too patronising or authoritarian. The monster's became the voice of people's barriers to cycling. Negative graffiti and stickers on the pavement near tubes and bus stops and a serendipitous launch alongside the Pokemon craze helped give the campaign an edginess and appealed to the younger generation, creating a lot of social traction.
Services provided Art Direction, Naming, Campaign Identity, Marketing Collateral, Advertising, Animation
Challenge Kensington & Chelsea wanted to encourage residents to consider using a bike as a default means of transport by telling the story that you needn't be a lycra-clad commuting cycle-warrior in order to use a bike in London
Solution Beam went out on the streets to capture real-life cyclists in the borough and shoot them with their bike in situ, as well as tell the story of what they were up to that day on their bike. The portraits formed part of an outdoor exhibition that received a huge amount of publicity and the message that cycling was for all quickly spread.
Services provided Campaign Strategy, Campaign Identity, Art Direction, Film Direction, Exhibition Design
Challenge Islington were creating the first children-only library in London. They needed an internal environment design solution that would get kids excited about stories in todays digital world as well as reflecting the provenance of the library's name.
Solution Beam commissioned vibrant fluoro illustrations retelling the famous Lewis Carroll story for a modern audience. The illustrations worked on various levels so that there were visual landscapes to explore at all heights, reflecting the wide range of ages (5-13) that the library serviced.
Results In the year after re-opening: Visits went up by 12.62%, from 38,400 to 43,247 visitors. Book loans went up by 41.34%, from 19,726 to 27,880 issues
Services provided Art Direction, Environment Design, Graphic Design
Challenge Zipcar (then Streetcar) was a totally new concept for inner city vehicle car using what was, at the time, groundbreaking technology. Beam needed to communicate how easy and safe the service was and what the obvious benefits could be - it also needed to be directed at both businesses and residents
Solution Beam produced a dinky A6 sized booklet that had double recto-verso covers - opened one end for residents, flipped and opened the other for businesses. The tag 'what do you do in yours' played on witty uses of the ubiquitous VW Golf streetcars while great line-drawing illustrations of interviewees who served as case-studies, helped convey the ease of use and safeness/reliability of the new system
Services provided Art Direction, Graphic Design, Photography, Copywriting
Challenge How to get local residents swap their polluting and congesting cars for more sustainable ways of getting from A to B
Solution A series of folding, bag/pocket-sized maps with a wealth of fun, friendly, smile-inducing visuals combined with practical information. Handy routes with clear landmarks and walking/cycling times helped provide the users with easy options to replace their habitual car-based choices.
Services provided Art Direction, Graphic Design, Copywriting, Information Design
Challenge As part of their commitment to sustainable travel, Islington Council needed to communicate with their diverse business community all of the options available
Solution Beam broke down and edited the content into easy-to-digest bite size chunks: What was the booklet about, Why should they get involved and included case studies from Waitrose and Metropolitan University to demonstrate how beneficial the service could be and spectrum of services on offer. All this was package in a handy A6 booklet with eye-catching illustrations to make it feel friendly, guiding and helpful as not authoritarian or patronising.
Services provided Art Direction, Graphic Design, Copywriting