FoTHCP

Client
Friends of Tower Hamlets Cemetery Park

Overview
FoTHCP came to us for a brand tweak and refresh, in time for their 35 year celebrations.

What did the client need?
The Friends of Tower Hamlets Cemetery Park are an independent charity set up in 1990 to look after Tower Hamlets Cemetery Park, a unique and vital nature reserve and heritage site in East London. This year they are celebrating 35 years of conservation, heritage and community and needed a brand refresh.

The park is one of the ‘magnificent seven’ cemeteries created between 1832 and 1841, by parliament to service the ever, increasing population of London. The site contains over 350,000 burials and around 47,000 monuments and headstones including 7 that are designated as Grade II listed by Historic England.

Their current brand features the distinctive graves of the Charterhouse brothers, Carthusian monks who founded The Charterhouse in Smithfield in 1379. To ensure connectivity between the old and the new, we included this iconic style in the new logo.

What did we do?
FoTHCP have three pillars to support their brand. Conservation, Heritage and Community. It was really important to them that this brand reflected these pillars and the very diverse uses the cemetery has now – from creating a park with wildlife for local people to enjoy, preservation of the historic graves to nature schools, foraging and events for the community.

They already had an existing colour palette and preferred font, so we focused on including those with an element of nature, wildlife and the grave stones to represent the three pillars. After going down a rabbit hole researching the cemetery and the work FoTHCP have done, we came up with several ideas for them to look at.

FoTHCP were lovely to work with and gave great feedback, allowing us to really drill down in to what they needed. The team there are so passionate about their work, so it was really important to us to make sure they got it right for them.

Feedback
“Sarah and apt.creative were very responsive to the needs of our small, local charity and our proud heritage. We used a brand-refresh and new logo project to celebrate our 35th anniversary. We are thrilled with the results, which strikes a balance across both our charity’s focus and style.”

Louise Robinson, Trustee and Chair, Friends of Tower Hamlets Cemetery

Requirements
New brand design and guidelines.
Supply of assets in various formats.