Creating a brand identity to directly respond to COVID lockdowns in March.
Love Moreland is a digital community dedicated to helping and supporting Moreland’s local businesses. The campaign was developed by the Moreland City Council, in partnership with Your Creative, during Melbourne’s first lockdown.
We began capturing local voices, interviewing them and meeting businesses hard at work, behind the scenes. By getting their words, faces and emotions into the whole campaign, we began to show Moreland that there was still life to be found, amongst the empty streets. Keeping in mind the local demographics of Moreland, we built a multilingual platform, to encourage interactions from the diverse community and businesses.
The public-facing campaign consisted of letter box drops, posters, postcards, and decals across the city as well as across Sydney Road. We continued to document the changes businesses were making and watched it turn into a campaign with longevity — creating an online platform where people could always celebrate and promote local businesses.
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