Art Direction Branding

Up Peckham

Up Peckham is a Community Good Fund designed to enhance social cohesion in Peckham (SE15) by funding local initiatives and events. With a vibrant brand identity, Up Peckham offers a range of merchandising products, including apparel, beverages, and community essentials. Every purchase supports the fund, ensuring that all profits are reinvested into the community. This approach not only promotes local pride but also empowers residents to contribute directly to initiatives that celebrate the diverse cultures of Peckham.

Task

As Senior Art Director at FSC, Daria’s role was to develop an engaging brand identity and merchandising strategy for Up Peckham. Her focus went beyond simple aesthetics to include practical products—like organic t-shirts, accessories, and even coffee and beer—that resonate with Peckham’s multifaceted community. The ultimate goal was to form a recognisable brand that encourages local support and drives revenue toward community growth.

Role

Art Direction
Client

FSC
Location

London, UK

Up Peckham is a transformative Community Good Fund that aims to enhance social cohesion and celebrate the vibrant diversity of Peckham (SE15). This initiative empowers local residents by providing financial support for community-driven events and projects that foster connection and unity.

Designing the Up! brand for Peckham meant embracing the area’s remarkable diversity while appealing to a creative, design-savvy audience. With 34.4% of its residents identifying as Black African or Afro-Caribbean, and over two-fifths born outside the UK, the main challenge was to create a look and tone that felt equally relevant and welcoming to everyone.

Crafting the Up! brand for Peckham meant embracing its cultural richness while also appealing to a creative, design-savvy crowd. The design had to be relevant to locals and professionals alike—individuals working in marketing, communication, and design around the area.

Bright patterns and saturated, high-contrast colours weren’t just a style choice; they were a deliberate statement. Daria wanted Up Peckham to be instantly recognisable and impossible to ignore. The result is a vibrant, memorable aesthetic that underscores the brand’s inclusive mission and invites everyone to join in.

The merchandising for Up Peckham is designed to embody the community’s spirit while generating revenue to support local initiatives. The product range includes stylish, organic apparel such as t-shirts and caps, as well as everyday essentials like beverages and snacks. Each item is crafted to resonate with residents, encouraging them to wear and share their support for the community.

The saturated patterns and bold, high-contrast colours were a deliberate statement, ensuring the brand stands apart. Daria aimed to create a visual identity that commands attention, leaving an unforgettable impression on anyone who sees it.