As strategic branding and design consultants for Croydon BID we were asked to look at creating a new look for their Street Live campaign that could help to combat the downturn in the footfall that Croydon is experiencing, especially around the high street area. The result was a new campaign identity and a colourful and vibrant set of materials that could be used across social media, on their Check Out Croydon website and as display material for a planned series of events that would bring the area to life during the summer months.
With fewer people frequenting Croydon town centre, especially in the evening, the solution has been to encourage and stage outdoor events in the high street that would be focussed around a particular section of the ‘High Street’ which would draw public attention, encourage people to stay and in doing so help fuel the day-time and hopefully night-time economies.
The planned events for this pedestrian-only area of the high street are therefore aptly named “Street Live”. We all agreed the name provided an umbrella brand and had the flexibility for events and activities covering everything from arrays of food, music and sports to arts & culture activities. We gave each of these activities their own image and snappy phrase that were conversational in tone and reflective of Street Live. These were ‘eat out’, ‘tune in’, ‘step up’ and ‘try it’. We also gave them their own individual colour palette which sat underneath the very distinctive Croydon Bid magenta of the umbrella ‘Street Live’ brand.
After some initial activities, the big event was the introduction of a huge screen to the area for ‘Wimbledon Live’ which showed live tennis during Wimbledon fortnight. This was branded as an extension to Street Live but with visual identification that this was for the tennis as a clear alternative to the ‘World cup football’ being shown live at Boxpark.
The area needed additional branding for promotion but this also doubled up as the barriers that were required to meet the health and safety regulations. They created a unique space where people could chill throughout the day on bean bags and deck chairs, enjoying Pimms, strawberries & cream and even the tennis.
Our deliverables were mainly focussed around assets for social media and content for the Check Out Croydon website, that we designed and have updated over the last couple of years, https://checkoutcroydon.com/. Materials also extended to some simple animations for the big screen, hanging banners for the lampposts, movable flag banners, posters and leaflets which were distributed locally to promote the events and designated High Street area.
The long-term view is that this will be an annual event similar to how the Brighton Festival operates, and could even cover some seasonal activities over the Christmas period. Watch that space.
