The North London Waste Authority (NLWA) covers the seven boroughs of Barnet, Camden, Enfield, Hackney, Haringey, Islington, and Waltham Forest, serving over 2 million Londoners.
Managing waste transportation, disposal and recycling the NLWA aims to preserve the resources and the environment today and for future generations. They are committed to innovation and careful planning to ensure waste resources are managed effectively and sustainably, working with residents, schools and businesses across north London to promote waste minimisation and recycling to preserve resources and reduce the amount of waste that has to be disposed of.
Halo were appointed to help define and refine the NLWA’s brand which, over time, had become diluted and fragmented, with multiple identities and communication strategies creating confusion, whilst reducing recognition and attribution to the brand.
We started with an extensive programme of research, working alongside stakeholders, staff (across the seven boroughs) partners and residents to gain a deep understanding of performance and perception, opportunities and barriers that face the brand. Armed with a wealth of research we wrote a comprehensive digital first strategy that encompassed all areas of the NLWAs work, resident proposition and ongoing communication.
The new brand is streamlined to a single identity with a detailed and rich brand guidance document designed for all internal teams (in the seven boroughs) to utilise with high levels of support – and a wide range of templates and style guides in simple, designer friendly libraries.
A complete digital strategy (including an extensive UX/UI project) enabled the NLWA to take control of their own digital assets, building and developing their site, whilst our content audit and review of engagement, has led to an ongoing programme of content marketing that is much more effective at reaching and educating both residents and businesses.
