tothepoint

Croydon BID Brand Overview

Helping Croydon BID communicate the value and impact it provides in improving the well-being and prosperity of local businesses, the retail community and residents of Croydon.

The brief

Croydon is going through major structural change due to recent construction developments and in preparation for Westfield shopping centre which is impacting on local businesses and Croydon BID levy payers. We have been working with the BID on various projects, related to helping them improve how Croydon town is perceived by visitors, local residents and communicating more clearly to its levy payers what it does, the services it provides and the value that this has.

The creative idea

The BID has five core lines of business activity which make up their pledges. These cover; safety, cleaner streets, festivals and events, helping visitors in and around the city and helping local businesses, all of which have a positive impact on the local community. We decided that each of these pledges should be attributed their own colour in order to help clearly identify the impact of these activities through all the BID’s corporate communications, including their websites, Annual Review and BID Renewal documents.

Disciplines

Disciplines
Brand Identity
Campaign Identity
Editorial
Animation
Exhibition Design
Community

Croydon Bid spread
Croydon 18-19 Annual Review Cover

This primary colour palette, when combined with bold typography, creates a strong, distinctive look and feel, always highlighting the business benefits that the BID provides through the use of core singular statements backed up by facts and figures.

Croydon 18-19 Annual Review Spread
Croydon Bid Annual Report Spread
Croydon Bid Annual Report Spread
Croydon Bid Annual Report Spread
Croydon Bid Annual Report Spread
Croydon Bid Annual Report Spread
Croydon Bid Annual Report Spread
checkout-croydon-banner

We helped the team at Croydon BID rationalise their two websites, the croydonbid.com and checkoutcroydon.com. Working with Croydon BID’s marketing manager we helped streamline the content on the BID website, with the aim of directing more traffic over to checkoutcroydon.com.

CheckoutCroydon Flyer

As a further incentive to visit Croydon, and a further evolution of the new look we developed for Checkout Croydon, we re-branded the BID’s loyalty card scheme, calling it the ‘my check out card’. This was promoted all around Croydon with other materials we also generated, to help encourage visitors and shoppers to sign up for various offers and discounts.

Corydon Bid Street Live Banner

As well as having fun, the objective of all this activity, and other promotions including the Street Live events, is to increase footfall in the area with a consistent and cohesive approach to the Croydon brand both online, in print and on the high street.

As a result of COVID-19 the retail, hospitality and leisure sectors have been left hanging by a thread. National lockdowns have brought many businesses to their knees, and falling back into tiered systems could prove to be the final nail in their coffins.

As a successor to the #RaiseTheBar campaign, we helped Matthew Sims, CEO of Croydon BID and Katie Blake of Kallaway launch BounceBackBetter – a campaign comprising of 4 ‘asks’ which are vital to the survival and recovery of businesses, towns and cities across England.

The brief was to create a simple and effective awareness raising social media campaign for the opening of Croydon hospitality that the BID could then distribute across their media channels, but that venues themselves could also post on their own channels.

Croydon BID also asked us to further evolve the campaign for the new al fresco [‘areas that will be opening up first on the High Street – applying our designs to wayfinding,outdoor seating barriers, and eventually applying them to the lampost hanging banners.

Croydon-People-Text
join-venture-logos

The BID recognised that there was a need to provide some much needed cover to the growing number of empty shop units popping up around Croydon, mainly due to city centre restructuring.

We created a ‘CR’ (Croydon) people campaign that shone a spotlight on the diverse people of Croydon, especially those who have made a significant and positive contribution to the ‘CR’ community and society as a whole. Whether through the leadership they have shown, the positive influence they have had or the example they have set through their actions.

CR-People-Logo-01
CR_Campaign

“This campaign has a great potential to motivate those living, working and visiting the centre of Croydon, while also acting as a useful tool to help people make their way from place to place.

Councillor Paul Scott, Cabinet Lead for Planning and Regeneration, Croydon Council

CR Person

‘CR’ covers all the postcodes of Croydon, the campaign reflected the diversity and personality of the people of Croydon both culturally, physically and individually.