News Walthamstow

New name and £60K rebrand planned for Blackhorse Lane

The council wants the area to have a new name, visual identity and narrative
By Victoria Munro

Blackhorse Lane (credit: James Cracknell)
Blackhorse Lane (credit: James Cracknell)

Waltham Forest Council is willing to pay an estimated £60,000 for a new “identity” for Blackhorse Lane, including a new name.

According to a tender published on 25th August, the council needs someone to design a “new name, visual identity, narrative and associated assets” for the industrial area in Walthamstow.

This comes only a few months after the “masterplan” for the area was finalised, which set out plans to build up to 3,700 new homes and create an “urban buzz” to attract new residents.

The council wants Blackhorse Lane, which was the first Creative Enterprise Zone (CEZ) designated by Mayor of London Sadiq Khan, to become known as “one of London’s principle creative business locations”.

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A council spokesperson told Design Week the new branding should have a strong focus on “social inclusion and diversity” and both “shine lights on existing talents” in the borough while also catering to “the emerging generation of creatives”.

The council also requested that “corporate and council ownership” be “less visible within the new identity”, instead championing creative businesses, local schools and community groups.

The area’s recently-completed masterplan claimed the area’s growing popularity “as a place to live, work and visit” proves its “potential to deliver more”.

This includes concentrating industrial space by “stacking” businesses on top of each other to “free up land” for housing.

While a dozen different landowners own small parts of the area, the biggest landowner by far is American company BlackRock, who bought 11 acres of land for £51million in 2017.

Earlier this year, BlackRock began consulting on plans to build up to 1,800 new homes in eight tower blocks, ranging from 27 to 38 storeys.

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