Date: May 2022 - Present
Industry: Housing, Third sector
Poplar HARCA is an award-winning housing and regeneration association rooted in community leadership and empowerment. To support its mission, a series of digital and print campaigns were developed, each tailored to reflect the organisation’s values and the lived experiences of its residents. The campaigns showcased the breadth of HARCA’s work - from new housing developments and community-led initiatives to youth engagement, employment, and health programmes.
Visually, the materials combined accessible design with bold, confident messaging to reflect both the scale of HARCA’s investment and its people-first approach. Whether seen on social media, in local print publications, or on display in community spaces, the campaigns helped strengthen visibility, build trust, and drive engagement with the organisation’s ongoing work in reshaping East London for the better.
Digital newsletter
HARCA Life is Poplar HARCA’s resident newsletter, reaching over 8,000 readers with local news, events and stories. In 2022, Anna led the redesign of the digital publication, introducing bold colours, playful animations and embedded video to better reflect the energy of Poplar’s communities. Since then, open rates have tripled and the newsletter has become a key channel for resident engagement.
In 2024, HARCA Life was highly commended at the Comms2point0 Unawards for Best Use of Email, with judges praising its vibrant design and engaging multimedia features.
Client feedback
Anna used her knowledge of marketing and her creative and digital skills to revitalise the look and feel of our digital newsletter.
The result is a cleaner, brighter, friendlier design that has moved firmly away from a traditional corporate-looking communication and genuinely seems to grab our residents’ interest.
Lucy Wines
Assistant Director, Public Affairs | Poplar HARCA
I’m very satisfied with the email newsletters from Poplar HARCA. I always look forward to reading the next one. Keep up the good work.
Anonymous
Resident | Poplar HARCA
Don't flush money down the drain
In 2024, Poplar HARCA launched Don’t Flush Money Down the Drain, a campaign raising awareness of the large costs and avoidable inconveniences caused by blocked drains in residents’ homes. With an annual spend of around £70,000 on repairs, the campaign urged households to adopt simple habits - like only flushing “the three Ps” and avoiding liquids like oil down sinks - to help protect community resources. The design work brought clarity and urgency to the messaging across print and digital formats, reinforcing the campaign’s goal of empowering residents to take small actions that make a big difference.
Cleaner greener estates
Cleaner greener estates is a 2025 campaign championing pride in Poplar’s neighbourhoods and encouraging residents to care for the places they live. At its heart are a series of posters co-created with some of Poplar’s youngest residents, whose bold and imaginative drawings became the centrepiece of the campaign. The child-designed artwork not only caught attention across estates but also reinforced the campaign’s message: a cleaner, greener community starts with all of us.
Client feedback
The poster and flyers look fantastic. They look so vibrant and positive, and really bring the kid's drawing to life.
Frankie Fallowes-Tracey
Head of Corporate Communications | Poplar HARCA
