10 Towers Challenge

Date: September 2024

Industry: Third sector

10 Towers Challenge is a community fundraiser hosted by the housing and community association Poplar HARCA, in partnership with the European market leaders in home life safety Aico and Greener Solutions. The fundraiser challenged participants to climb 10 tower blocks in east London, including the iconic 27-storey modernist landmark by Ernö Goldfinger - Balfron Tower.

Building on a deep understanding of Poplar HARCA and the local area, the branding pack was designed to create a strong visual identity. A bespoke logo incorporated outlines of the actual tower blocks featured in the challenge, ensuring a meaningful connection to the East London community and its history. The branding was well-received and helped drive engagement, with the event ultimately raising £24,000 for Asthma + Lung UK and The Aberfeldy Project.

The process

Research and strategy

The research phase focused on understanding the architectural and cultural context of Poplar, an area defined by its mix of post-war modernist design and ongoing regeneration. Central to the event was Balfron Tower, Ernö Goldfinger’s 27-storey brutalist landmark and one of London’s most recognisable residential buildings. Poplar HARCA’s unique role in preserving and revitalising these local icons informed the visual direction of the campaign—grounding the branding in both place and community identity.

Design development

To create the logo, images of the ten tower blocks included in the challenge were gathered and composed into a digital collage. From this, a clean line illustration was developed, incorporating each building’s distinctive silhouette. The result was a visual identity that celebrated Poplar’s skyline while symbolising the scale and ambition of the challenge itself.

Campaign rollout

The final branding was applied across promotional materials including posters, feather flags and t-shirts. The cohesive identity brought energy and recognisability to the event, helping to drive participation and community engagement, and reinforcing the sense of pride in Poplar’s architectural and social landscape.