ASHA was asked to develop a visual identity and name for the East London Moving Image Initiative (ELMII). The New name EAST, kept the name simple and direct. Then a simple graphic twist was enough to point in the right direction. ASHA developed on screen guidelines showing use of core elements, tone of voice and use of typography which capitalised on the twist in the mark. The identity was a success from the outset. With such attendees at the launch of the new identity as Ken Livingstone, film legend Bob Hoskins and BAFTA award winner Bill Nighy.