Guidance on creating, marketing and branding your LFA activity

In order to make the most impact with your LFA activity, it is key that it is created, communicated and branded well.

To support you on the journey, we have gathered all things branding and communications in one place, from brand and activity text guidelines to information on how to access LFA2026 merch!

On this page you can find:

  1. How to… create the best text for the submission of your LFA activity
  2. How to… access LFA Branding and official details
  3. How to… promote your LFA2026 Activity
  4. How to… brand your LFA2026 activity (digital toolkit and physical merchandise)

 

 

1. How to… create the best text for the submission of your LFA activity

 Below you can find some tips from our LFA Comms Lead about how to create engaging copy for your activity listing, to encourage people to find out more and attend your activity.

  • Consider your audience: LFA audiences reflect all Londoners, so write with this audience in mind. What would appeal to them? Use plain English language and a welcoming tone. Avoid industry or other technical language to your listing, and where the inclusion of jargon is key, ensure it is defined clearly and simply.
  • Engage with a hook: Start with an attention-grabbing sentence or a thought-provoking question to draw the reader in. Think about the purpose of your activity, the ‘take homes’, and the questions you want attendees to consider.
  • Keep it concise: Aim for clear, impactful text that captures the essence of your activity in a few short sentences. Avoid jargon and lengthy explanations, but give the relevant information as simply as possible.
  • Ensure clarity: Ensure on your listing, all of the key W’s are included (What is the activity and how can attendees expect to engage once there? / When do I need to arrive and when does it start? / Where is it happening? / Who is involved, and who is it for? / Why the event is happenings and what the importance of it is?)
  • Emphasise the ‘why’: Focus on what makes activity unique. Why should someone attend? Make sure your key selling point is clear. 
  • Ensure inclusivity: Make sure you have descriptive ALT text for imagery. (e.g., “Illustration of a lively public square with people sitting and talking under trees”). ALT text cannot just be name of the building or person, give description (best practice). For full guidance on inclusive activity, explore our Guide to inclusive LFA activity here.
  • End with action: Encourage readers to take action, whether it’s signing up, sharing with others, or attending on the day. Avoid too many action points, as this gets overwhelming and visitors will be quicker to dismiss the activity.
  • Proofread for clarity: Make sure your text is free of errors and reads smoothly. A well-polished submission shows professionalism and attention to detail.

Alongside a strong text, you will need a strong hero image.

The hero image for your activity is often the first thing that draws people to your activity when browsing the LFA programme, so it is key it is a striking image, and relevant to what you are talking about in your event text. However, often organisers overcomplicate this by adding logos or text.

Adding logos or text makes browsing the programme overwhelming for some, and often doesn’t help organisers much as the font size is often too small to be understood in many places. Therefore, all images must be drawings or images only, with relevant ALT text included.

 

 

2. How to… access LFA Branding and official details

To ensure your communications are correct for LFA2026. Please find below the official LFA details.

The official hashtag for LFA across Twitter, Facebook, LinkedIn, Instagram and TikTok is #LFA2026 and #Belonging, please include this hashtag on all social media posts related to LFA.

You should also tag and find LFA on Instagram at @londonfestivalofarchitecture and LinkedIn @London Festival of Architecture; tagging us not only promotes your involvement in the Festival but also makes it easier for us to re-share your content if relevant.

To help ensure that your activity has the correct branding for LFA, please find the LFA2026 Brand Guidelines here.

 

 

3. How to … promote your LFA2026 activity

Below you can find some tips from our LFA Comms Lead about how to best promote your Festival activity and encourage people to come to your activity.

  • Leverage your networks: Use your social media channels, newsletters, and contacts to spread the word. Encourage your team and collaborators to share, too, and make this process as easy as possible for them.
  • Create compelling visuals: Include eye-catching images, graphics, or videos that represent your activity’s theme and atmosphere to engage your audience. Make sure images are of high quality, not pixelated, and engaging in nature.
  • Collaborate with LFA: Tag @londonfestivalofarchitecture on Instagram and LinkedIn and use the official hashtags #LFA2026 and #Belonging so we can help amplify the message.
  • Target relevant audiences: Reach out to community groups, interest-based networks, or industry professionals who are most likely to be interested in your activity. Think about any publications, blogs or newspapers which are local, or industry specific that may be of interest.
  • Offer a sneak peek: Share behind-the-scenes content or teasers leading up to your activity to build excitement and give more colour to the activity.
  • Engage on the day: Post live updates and photos during your activity, and encourage attendees to share their experience. This helps boost visibility and extends the reach of your activity

 

4. How to … brand your LFA2026 activity (digital toolkit and physical merchandise)

Below you can find the LFA2026 Programme Launch digital assets pack to be used to on social. These include standard social media assets to download and post, editable assets to customise and post and downloadable and printable posters.

Download LFA2026 Organisers toolkit here – including LFA logo.

 

You will be able to collect your physical LFA2026 Merchandise from The London Centre between May 18th – 25th (3 Aldermanbury, EC2V 7HH). Please note, you can only collect merch between 11am – 5pm Tuesday to Saturday. 

 

What’s in the merch this year?

The LFA2026 merch pack contained:

  • LFA2026 printed guides
  • LFA2026 rectangle floor OR window vinyl
  • LFA2026 A2 fold down poster and wayfinding (double sided – details in digital pack!)