Harley Street BID Renewal Proposal 2027–2032
Back in March 2026, we were approached by Nicki Palmer, BID Director at Harley Street Business Improvement District, to explore refreshing the marketing materials for their 2027–2032 renewal proposal. They had been impressed by our work with Croydon BID, where we helped establish its core messaging and position it as a dynamic, modern and responsive BID through our brand application.Re-evaluating and experimenting with the existing brand
We started by reviewing the existing brand materials and assets to explore how we could inject new life and fresh thinking into them. The logo was typographic-based, set entirely in capitals, with the letters ‘A’ and ‘T’ highlighted, all contained within a rectangular keyline. However, the client’s preferred direction was our concept based on the deconstruction of the logo and using the rectangular keyline to highlight key copylines and imagery. We also reinforced the ‘A’ and ‘T’ elements of the logo by highlighting these letters within core messages and introductory copy.
Messaging and storytelling
As with most projects of this nature, the starting point is establishing the narrative, helping Harley Street BID communicate the value it brings to its levy payers and, crucially, what would be lost if it were no longer there.
Four key themes
We encouraged the BID to pursue a people-focused, emotive narrative that communicated the value of the BID’s four key service areas: SAFE, PLACE, COMMUNITY and COMMUNICATIONS.
SAFE Highlighted how the BID works with levy payers to protect their businesses, reduce crime and keep the streets safe, welcoming and resilient.
PLACE Demonstrated how the BID enhances the district’s historic character and everyday experience through thoughtful improvements to its streets, spaces and public realm.
COMMUNITY Showcased how the BID brings businesses and people together through wellbeing initiatives, networking opportunities and community programmes that foster a connected and supportive business environment.
COMMUNICATIONS Explained how the BID keeps businesses informed, connected and championed through clear communications, targeted promotion and meaningful opportunities to engage.
Creating a new look and feel for the communications
Having established how far we could push the brand, messaging, imagery and colour palette and bring it to life, we turned our attention to creating a more dynamic, free-flowing design concept that would draw the reader in and encourage greater engagement.
By combining a more considered use of the colour palette in conjunction with the keyline treatment, imagery and strong copylines, we created a document that could be easily skim-read in a matter of minutes, while also allowing readers the opportunity to explore the content in greater depth if they wished.
A ‘window’ on Harley Street BID
We used the BID’s existing photography to develop a creative concept we called ‘A window on Harley Street BID’. The idea was to use the rectangular keyline to ‘frame’ people, locations and events that supported the messaging, adding another layer of visual interest, playfulness and intrigue. We then extended this concept into the video content, using motion graphics to frame key individuals and statistics, creating a consistent visual language across the printed and filmed materials.
Iconography to highlight achievements
To avoid making the document too text-heavy and provide visual breathing space, we introduced iconography to support key statistics and facts. This provided a snapshot of what the BID had already delivered for its levy payers, making its achievements easier to digest and reinforcing the value of its work.
Creating a film to help support the ballot
The BID commissioned a video to complement the BID proposal for their renewal campaign. This asset featured seven local stakeholders and levy payers, capturing their perspectives on the benefits of the BID and the difference it makes to businesses and the wider Harley Street community.
Working closely with the BID, we developed interview questions that aligned with the key ballot messages, allowing contributors to share their experiences in a relaxed, authentic way. Supported by footage of the area and its people, alongside key statistics and messages, the film brought the narrative to life through real voices and tangible examples of the BID’s value.
We led the video production from planning and story development through to filming and editing, coordinating seven interviews across two days of filming. The finished film carried the same visual identity as the printed proposal, creating a consistent campaign experience across both formats. Presented at the campaign launch and shared through the BID’s website and social media, the film provided an engaging, accessible way to communicate the case for renewal.
Launch event
The videos and brochures were presented at the BID launch event on Wednesday, 21 October 2026, at the University of Westminster in London.
Nicki Palmer, BID Director at Harley Street Business Improvement District, had this to say
“Working with ToThePoint on our next 5-year BID proposal and campaign video has been a highly collaborative and successful experience. They quickly understood the unique character of the Harley Street BID, delivering a sharp narrative and high-quality visual content that effectively communicates our value to businesses ahead of the ballot.”
