Organisation type
Charity/third sector
Sector
Cities and communities
Disability, diversity, equity and inclusion
Environment and sustainability
Health and social care
Service
LocalMotion is a social, economic and environmental justice movement shaped and led by communities. Formed by six UK funders, it brings together six places across England and Wales to explore new ways of tackling embedded inequalities and shifting power to communities themselves. LocalMotion asked Barley to create a brand from scratch — one that unified the ambition of the six places and funders, articulated their distinct systems change approach, galvanised those already involved and inspired others to join the movement.
As a brand development agency experienced in charity brand creation and systems change branding, Barley began with a deep immersion into the movement. This included extensive desk research into UK and US systems change initiatives, such as Living Cities, and how similar organisations expressed their ethos and role. We also carried out interviews with core groups in each of LocalMotion’s six places to understand the movement’s purpose in their own words and what they most needed from a brand.
It became clear that LocalMotion required a brand that was bold but approachable — capable of expressing the complexity of systems change while remaining accessible to communities, funders and partners. We distilled the movement’s multi-layered story into clear, engaging messaging that could resonate across a wide range of audiences.Given LocalMotion’s democratic way of working, the development process was collaborative by design. We coordinated regular feedback from the full LocalMotion cohort through surveys and in-person sessions, refining concepts step by step until the group reached collective agreement.
Barley created a simple but striking brand that reflects the movement’s ethos and provides the clarity LocalMotion needed to grow. At its centre sits an uplifting logo featuring a human silhouette, representing community power, and a floating ‘i’ dot symbolising progress and movement. A rounded graphic language conveys approachability, connectedness and the foundations of long-term change, while a warm palette accented with vivid orange signals both optimism and urgency.
Alongside the visual identity, we developed a complete set of messaging guidelines — including vision, mission, values and a concise brand story. These replaced previously complex, technical language with a clearer, more engaging narrative that supports conversations across all six places and beyond.Following the success of the branding project, Barley now supports LocalMotion with ongoing communications, including social media and content development, helping the movement connect, share learning and continue to grow.
Want to chat?
Feel free to contact our team.
