Skip navigation

Shaping the Identity of ELBA – the heart of East London’s regeneration programme

Design consultancy Coley Porter Bell completed a pro-bono project creating an identity re-launch for the
East London Business Alliance (ELBA), a body enabling the private sector to contribute to the social regeneration of East London.

The increased focus on East London as a business location and as the site of the 2012 Olympics means a heightened profile and role for ELBA, and consequently the need for a strong identity.

ELBA’s credentials lie in a long history and wealth of expertise in bringing private sector support to East London. Their core strengths are professionalism and in-depth sector knowledge. They are as adept at handling the boardroom environment as they are serving the local community. ELBA’s diverse programmes cover employment and skills, mentoring in schools, health initiatives and social enterprise amongst others. Companies such as UBS, Tate & Lyle, Linklaters, Accenture, JP Morgan, and Allen and Overy have successfully partnered with ELBA.

After intensively emerging themselves in the ELBA culture, Coley Porter Bell used their proprietary technique known as as the first step in the process of developing their new identity. By getting to the heart of ELBA, the truth and essence behind the organisation a visual roadmap was drawn up giving a clear framework for creative routes. At the core of the re-brand is the positioning ‘creating possibilities’ which is both positively uplifting and emotive. To fit with this empowering thought the creative execution is based around a meeting of minds. Two hand painted faces in different, bright colours overlap to produce an impactful, strong, vibrant, visual identity. They represent two parties coming together with confidence, seeking solutions and unified in a shared vision. The use of the face motif communicates ELBA’s humanity and the two faces look towards the East, focusing on their territory. Colour is used to reflect the lively, multicultural environment of the area. The simple strapline, ‘Creating Possibilities in East London’ serves as a clear, motivating and apt statement.

The new identity will be rolled out across all collateral and electronic communications.

Coley Porter Bell’s Creative Director Stephen Bell commented, “I think ELBA’s positive new look reflects the tremendous optimism that exists within the organisation. By using people in the marque we are reflecting the very heart of brand and echoing the humanistic work ELBA does. I’m confident this new identity will help strengthen their profile in the crucial run up to the Olympics.”

Liam Kane, ELBA’s Chief Executive said, “ It has been great working with Coley Porter Bell to develop our exciting visual identity – they became part of our team, working well with our Executive team, the ELBA Board and our key community stakeholders. Our new identity captures the energy and excitement of the work ELBA does with and for the people of East London. Our thanks go to Coley Porter Bell and the Ogilvy Group for their excellent work.”

- Ends -

For further information please contact;

Rachel Brettler, Communications Manager, Coley Porter Bell
Tel: 020 7824 7756

Notes to editor:

Coley Porter Bell is a strategic brand design agency which has produced award winning work for the likes of Tesco, Kotex, innocent drinks, BP, Canary Wharf and Nestle. A respected member of the creative community, the agency is part of WPP and a Business Superbrand.

We make brands beautiful. To find out how go to

About East London Business Alliance

With 18 years of experience in bringing business skills and private sector volunteers to the East End, ELBA is a leading economic and social regeneration agency within the area. With over 7,500 volunteers in the year ended 2006/07, ELBA’s 120 City and Canary Wharf companies are helping to make a difference in East London.

ELBA brings time, skills and resources from the private sector to help build the capacity of local organisations and regeneration programmes, primarily in Tower Hamlets, Hackney, Newham and now in the Thames Gateway north of the river. ELBA works in partnership with key stake-holders in each borough to identify needs and issues ranging from employment and health to social enterprise support and ensures the private sector brings its human and other resources to bear.

Recently, ELBA has brought together 30 blue-chip companies as founding members of ‘London Legacy 2020’: a major new initiative to help East London benefit long-term from the Olympic Games by contributing private sector support, expertise and sponsorship to local community partners around themes of Job, Youth, Sport and Culture.

For more information please visit

This press release was distributed by ResponseSource Press Release Wire on behalf of Coley Porter Bell in the following categories: Media & Marketing, for more information visit