Access for All
Designing a brand that makes opportunity visible, accessible, and achievable for all.
When Wandsworth Council approached us with their new Access for All scheme, we knew we weren’t just creating a brand identity – we were helping to shape a programme that could have a profound impact on residents’ lives. Access for All is designed to ensure every member of the community can benefit from the services, opportunities, and experiences that make Wandsworth such a great place to live, work, and visit.
The scheme goes far beyond simple concessions. Yes, it offers discounts of 50-100% on key services like leisure centre access, swimming lessons, event tickets, and even wedding ceremonies. But at its core, Access for All is about removing barriers and illuminating hidden pathways. From free baby boxes for new parents to English and Maths tutoring, the initiative is designed to support residents in developing skills, finding meaningful employment, and overcoming the challenges that can hold people back.
Our role was to translate this mission into a visual identity that was both practical and inspiring. Drawing on our long-standing relationship with Wandsworth Council, we developed multiple brand directions before honing in on qa concept we named ‘Pathway’ - which is rooted in the idea of uncovering hidden routes to progression. The identity captures the transformative power of the scheme: turning invisible obstacles into clear, achievable steps that enable every resident to move forward with confidence.
The final execution is a distinctive stamp-style identity that communicates recognition, support, and trust at a glance. We created designs that show how the brand could be used across council services, raising awareness of the scheme and highlighting how eligible residents can unlock significant savings.
What we delivered is more than a logo. It’s a human-centred brand system that reflects Wandsworth’s ambition: to make opportunities inclusive, visible, and accessible for everyone across the borough.
