The Running Towards

London Fire Brigade needed new messaging beyond the usual safety advice and incident responses. The idea was to create emotional responses that encourage partnerships, public support, and merchandise sales. The new positioning revolved around the idea ‘The Running Towards’, encapsulating the selflessness of people who head into peril rather than away from it. The line ‘Love is the Running Towards’ displayed outside Shoreditch Fire Station was widely photographed, becoming a social media hit. The idea was expanded into a stirring typographic celebration of London Fire Brigade, informing a poster for people to buy and a mural to inspire the crews.