Poplar HARCA, an award-winning housing and regeneration association in the heart of east London, and Aico, European leaders in home life safety, returned with another creative brief after the success of 2024’s 10 Towers Challenge.

For 2025, they launched Paddle for Poplar, a new charity challenge inviting participants to kayak or paddleboard across the borough’s canals and blue spaces. More than 70 people took part, raising nearly £20,000 for Cancer Research UK and the East London Canal Access Network.

The branding combined a bespoke logo with a vibrant illustration of local landmarks, designed to capture both the energy of the challenge and the character of the area. Rolled out across digital and print promotional materials as well as merchandise, the identity provided a cohesive and eye-catching campaign that built excitement and encouraged participation. The fundraiser concluded with a celebratory event featuring live music, local food and an artisanal market, reinforcing the sense of community spirit at the heart of the campaign.