ODA rebrands national walking charity Living Streets

Liv­ing Streets began life as The Pedes­tri­an Soci­ety, the peo­ple behind the intro­duc­tion of the zebra cross­ing. 85 years on, times had changed and peo­ple were no longer refer­ring to them­selves as pedes­tri­ans. The brand was strug­gling to iden­ti­fy its role and cause.

We helped Liv­ing Streets cre­ate a new vision and cam­paign­ing iden­ti­ty for the brand around the pos­i­tive ral­ly­ing cry Let’s cre­ate a walk­ing nation’. The new brand ambi­tion, to reverse the decline in walk­ing, aims to encour­age peo­ple of all gen­er­a­tions to enjoy the ben­e­fits that this sim­ple act brings.

We dug into the organisation’s past and through the archives, and looked for­ward to some of society’s biggest chal­lenges, iden­ti­fy­ing a new role for the brand as a bea­con for walk­ing. We’re help­ing Liv­ing Streets start a move­ment about movement.

The Liv­ing Streets iden­ti­ty is delib­er­ate­ly pos­i­tive and un-pedes­tri­an in look and feel as well as tone of voice. We cre­at­ed a bright, upbeat cam­paign­ing brand iden­ti­ty and com­mu­ni­ca­tion, capa­ble of flex­ing across many diverse stake­hold­er audi­ences and materials.

We total­ly refreshed the logo­type. The four bars of the main logo rep­re­sent the zebra cross­ing, one of Liv­ing Streets’ great achieve­ments, and pro­vide a recog­nis­able visu­al lan­guage. Our lit­tle army of peo­ple walk­ing across all com­mu­ni­ca­tions cre­ates a sense of move­ment and puts walk­ing at the heart of everything.

Progress starts here: one street, one school, one step at a time.