Connecting diverse brands to better connect London
Riverlinx CJV – The Silvertown Project
Planned and executed by Riverlinx CJV on behalf of TfL, the Silvertown Project will transform East London’s transport links, by connecting Silvertown on the north side of the Thames to Greenwich on the south, by tunnel.
The joint venture, by Ferrovial Construction, BAM Nuttal and SK Construction, the industry leaders who make up the Riverlinx CJV, will be completed by 2025. The partnership includes the design, building and maintenance of the tunnel, the construction of buildings above tunnel entrances and plans to improve walking, cycling, and the urban environment. The tunnel project includes a 1.4km twin bore road tunnel underneath the River Thames.
The Silvertown Project is committed to delivering world-class infrastructure on time and on budget and to leaving a positive and lasting legacy for the local and national communities. Bell was briefed to develop a robust brand visual identity for the joint venture including a versatile visual identity that would have equal impact in all mediums, from social media through to on the drill itself, whilst appealing to stakeholders ranging from government and the media through to local residents. We were also briefed to develop a messaging platform and tone of voice guidance sensitive to the various needs and perceptions of such a diverse audience. Guidelines and various collateral would follow.
Our response
We developed a clean and modern visual identity, which demonstrates the innovative and sophisticated nature of the project. We then produced brand guidelines, virtual exhibition boards and a suite of collateral, as well as designed the new website with a clean layout and colour palette.
The identity was required to both have multiple versions with the JV partner logos incorporated, whilst also developing a design system that allowed the logos to work independently. We also created guidance around how this relationship worked and should be implemented. We developed social media templates for Twitter and LinkedIn that could be easily updated internally, as well as business cards, report, Microsoft PowerPoint and Word templates. A suite of icons was also created to use across various materials.
Bell also branded the livery for the tunnel boring machine, which is the UK’s largest and is now in position in East London to start digging the Silvertown road tunnel under the Thames.
What our client thought
“We approached Bell with a complex and multifaceted brief. They listened, responded with exactly what we needed – proposing new solutions, and delivered all of the products to programme and excellent quality. We were thrilled with the freshness of design and working with Siobhan and the team was a highlight of 2021 for us. The team at Bell were fantastic, offering a fast, reliable and professional approach to our design and branding needs”.
Carla Arnold, Stakeholder Communications Manager
