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Droga5 London created the brand identity and launch campaign for London's first cultural riverside linear park on Greenwich Peninsula.

Named The Tide, the destination has been designed by Diller Scofidio + Renfro, the co-designers of New York City’s High Line, in collaboration with Neiheiser Argyros and landscape architects Gross.Max. It will include a network of parks and riverside spaces along a sculptural trail. Droga5 came up with the name based on the area’s position on the bank of the Thames. The identity and campaign are based around a kinetic logo mark – a fluid, looping strip that reflects the variety of ways the park can be experienced. Ads promote the Turning Tides Festival in July, an art, music and wellness festival that will mark the opening of The Tide to the public.