Branding Royal Docks — how to build a purposeful place brand with Dan Bridge

Joy Nazzari reunites with Dan Bridge, Royal Docks Project Director, to revisit the place brand for the Mayor of London's largest land-led regeneration project — six neighbourhoods, two mayors and a community tired of being sold visions. They discuss the early engagement that shifted the brief, with one resident's verdict capturing the challenge: "it's BS, we don't believe you". Why the visual identity sits in stark black and white, and what a place brand has to do to last.