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LIVE HERE LOVE HERE
Place, participation and purpose unified through one evolving identity

Client:
LIVE HERE LOVE HERE
Year:
2025 - 2026
Role:
  • Brand Strategy
  • Brand Architecture
  • Creative Direction
  • Visual Identity
  • Brand Systems
  • Campaign & Rollout Design

A more flexible identity system designed to connect campaigns, education and community action under one recognisable public brand.

Brand Evolution

Transforming a recognised campaign into a contemporary masterbrand

Evolving a recognised logo into a more vibrant and scalable identity system. The refreshed mark retains the familiarity and warmth of the original while introducing greater balance and energy across multiple applications.

Brand Architecture

Bringing multiple programmes together under one connected system

Identity System

Building a visual language that feels human, adaptable and recognisable

We knew something needed to change, but not necessarily what the answer was. They helped us work through that properly and arrived at something that feels exciting, relevant and still very much ours.

Claire IrwinHead of Communications, Live Here Love Here

LIVE HERE LOVE HERE had become far more than a campaign. Over the past decade, the organisation behind it had expanded into education, behaviour change, civic partnerships and environmental leadership, yet public perception and brand structure hadn't evolved at the same pace. Recognition sat across disconnected programmes, while Keep Northern Ireland Beautiful increasingly felt tied to a narrower, more traditional understanding of environmental action. Before any design work began, the process focused on understanding perception, structure and ambition from within the organisation itself. Through stakeholder engagement sessions, internal surveys and sentiment analysis, recurring themes quickly emerged. Individual programmes such as LIVE HERE LOVE HERE and Eco-Schools carried strong public recognition, while the wider organisational structure often felt fragmented and difficult to navigate. This opened a broader strategic conversation around naming, brand architecture and public positioning. Multiple directions were explored, from entirely new names to evolutionary approaches retaining existing equity. A clear consensus emerged around LIVE HERE LOVE HERE as the strongest foundation for a future-facing masterbrand. Our response repositioned LIVE HERE LOVE HERE as the organisation's primary public identity. The identity itself was rebuilt around clarity, flexibility and energy. The logo evolved from a dense and ageing mark into a more balanced, vibrant and scalable system while retaining enough familiarity to carry existing recognition forward. Around this, we developed a more cohesive visual language with a refined palette, simplified hierarchy and adaptable graphic system capable of flexing across campaigns, partnerships, education programmes and public engagement. Equally important was the restructuring of the wider brand ecosystem. Community initiatives, education programmes and licensed schemes were brought into a clearer and more connected architecture, allowing the organisation to communicate more confidently as one joined-up movement rather than a collection of separate initiatives. The result is a brand that feels more open, progressive and people-powered. A system designed not just to promote environmental action, but to invite participation in it.

Strategy, Brand Architecture, Creative Direction, Visual Identity, Brand Systems, Campaign & Rollout DesignDavid-Lee BadgerBarry McCabeKaren Brady
MotionChris McKernan
Project ManagementHelen Tweedie

Brand Evolution

Transforming a recognised campaign into a contemporary masterbrand

LIVE HERE LOVE HERE had strong public recognition, but its identity no longer reflected the scale or ambition of the organisation behind it. What began as a campaign brand evolved into the foundation for a broader, more unified public-facing identity. The refreshed system simplifies and strengthens the relationship between brand, message and application. A refined palette, clearer hierarchy and more confident visual language allow the identity to flex naturally across campaigns, partnerships and programmes while retaining the warmth and recognition already associated with the brand.

Brand Architecture

Bringing multiple programmes together under one connected system

Public recognition often sat with individual programmes rather than the organisation itself, creating disconnect between campaigns, education initiatives and civic partnerships. We repositioned LIVE HERE LOVE HERE as the masterbrand, creating a clearer relationship between community campaigns, education programmes and licensed initiatives. The result is a system designed to unify rather than compete, helping the organisation communicate as one connected movement rather than a collection of separate brands.

Identity System

Building a visual language that feels human, adaptable and recognisable

The identity was rebuilt around clarity, flexibility and participation. At the centre of the system is the evolved heart pin device, expanded beyond the logo itself into a framing tool, graphic container and recognisable brand asset across communications. Typography feels more characterful while improving accessibility and hierarchy. The colour system became more balanced, expressive and digitally confident. Together, these elements create a visual language capable of supporting everything from grassroots campaigns and education programmes to reports, events and public-facing communications.