In the wake of the pandemic, the Greater London Authority (GLA) needed to reignite public enthusiasm for their city, encouraging residents to reconnect with local culture, explore public spaces and reengage with community life. To support this goal, they sought to refine their initial creative concept by identifying the messaging and visuals that would most effectively drive emotional resonance and inspire action.

We applied a blended methodology, combining AI-powered analysis with established behavioral science frameworks to identify the creative components most likely to influence perception and motivate action. Through primary research, we surveyed residents across the city and neighboring counties, testing multiple concepts for emotional resonance, clarity and call-to-action effectiveness.

Our work laid the foundation for a data-driven communications strategy to shift sentiment and restore confidence in the city experience. Through a combination of qualitative audience intelligence and quantitative testing, we delivered a flexible ‘mix and match’ set of creative recommendations, allowing our client to tailor communications with cultural relevance and clarity.

By surfacing the emotional drivers that resonated most—pride, connection, optimism—we enabled GLA to move beyond one-size-fits-all messaging and deliver a narrative that truly engaged residents where they were, both emotionally and culturally.