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Keeping an eye on Croydon BID marketing

We have worked with Croydon Business Improvement District (BID) for over 6 years and have been instrumental in determining the direction their marketing materials take in order to communicate their services and objectives to their levy payers.

 

Over the last 5 years, Croydon has been in a state of flux due to the enormous changes taking place in preparation for the future arrival of Westfield and the other investments that are already taking place. This change is and will have a huge impact on the area and the BID is there at the heart of this to help local businesses navigate through the ups and downs and to try and maintain a sustainable day and night-time economy.

Part of our remit is to highlight the positives of what the BID brings to the local business environment now, whilst not losing sight of what is likely to be achieved once all the changes and construction are complete. During this change, the art scene in Croydon has thrived with the BID making a valuable contribution by partnering with organisations like the RISE Gallery who promote both local and international artists.

To The Point are continually looking for ways in which to evolve and grow the value of our brand locally, offering advice and support to ensure we are represented positively through design. The new creative treatments have bought to life Croydon’s embracing of art and culture whilst reflecting on the continuing changes taking place as part of our major regeneration schemes. Our relationship with To The Point continues to flourish as they demonstrate their understanding of our needs and the vision we hold as an organisation. Matthew Sims, Chief Executive, Croydon BID

With this evolving landscape of art and cultural change, we decided to use the colour, vibrancy and optimism from local street art to provide the creative backdrop to this year’s Annual Report and marketing materials. The key graphic is the high impact, abstract interpretation of a woman’s face by the Chilean artist Otto Schade (which has the Croydon skyline reflected in the eye). This bold image is accompanied by the line “reflecting on a colourful year”. This particular work has been applied to the side of an office building in Croydon as part of the many street art displays that are distributed all around Croydon.

 

To retain a strong link to the Croydon BID brand, we applied the distinctive primary colours of the five BID service hues in a bold pop-art format which further reinforced the creative modern art based theme. These core elements then followed through various marketing materials including A3 outer folders, A5 key information leaflets and bespoke safety leaflets.

The end result is a striking, uplifting suite of materials that take the BID’s activities forward for the next 2-3 years.

 

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Our business continuity plan for COVID-19: Following UK Government recommendations, we have decided that most staff will work remotely until such time as travel and proximity warnings are relaxed. We have all the relevant technology and systems in place for this and will be able to provide our usual full service from our various individual locations. We hope all our clients and suppliers stay well or recover quickly and that we can all work together to overcome these unprecedented issues in challenging times.