Major project - "Identity"
Focus: Campaign Identity, Book Illustration, Storytelling, Copywriting, Print
Keep Greenham Green is a protest campaign to inform the village community of the greenfield developments' impacts on their daily and future lives, and to ensure their voices get heard.
West Berkshire Council have greenlighted plans for thousands of houses across Greenham's greenfield sites without proper community consultation.
The risks to infrastructure, biodiversity and health have been swept under the rug, leaving many people uninformed. Residents deserve to know exactly what is at stake.
Residents are angered that Greenham's wild spaces can be built on as long as some “green infrastructure” remains. The reality is that these remaining closely mown "green spaces" make unsuitable habitats for many species; lacking the dense vegetation required for protective cover and foraging.
Brand touchpoints discussing the issue use jagged shapes inspired by grass clippings. When discussing the solution, touchpoints use rounded, flowing grass forms.
The group's name and logomark encapsulates their mission and vision for a wilder Greenham. “Keep Greenham Green” was chosen as it is catchy, memorable and emotive. By implying Greenham’s identity is at stake, it is more likely to provoke residents to fight for their wild spaces.
The book engages two audiences; illustrations help children appreciate the value of Greenham’s nature, while hard-hitting factual annotations for parents communicate what is at stake in their child’s future, persuading them to act.
The campaign's hard-hitting approach emphasises human impacts, informed by a key resident interview insight: Most residents don’t consider wildlife and are unaware of any other impacts the developments will have, so they don’t speak out. Keep Greenham Green's approach aims to educate and provoke widespread community action.