It's all change in Croydon!

We started working with the team at The Croydon Business Improvement District (BID) back in April. They approached us to pitch for their marketing & communications, website redesign and loyalty scheme launch, having heard from Better Bankside such positive things about our work for them. Revising the brand was not included in the original brief, however we felt it was both achievable and important to incorporate a brand refresh alongside the other deliverables, and after putting our case forward the team at the Croydon BID agreed.

“This is a time of real change for Croydon, not only in terms of what the BID is doing but also with the proposed new Westfield & Hammerson shopping centre on the horizon and developments across the town as a whole. It was important to find an agency who were as excited as us about these changes and Simon’s connection with the town and his experience as a Better Bankside levy payer made it an ideal match.”

Matthew Sims, Chief Executive, Croydon Town Centre BID.  

Old Croydon BID logo

New and improved!

The team wanted to improve the positioning of Croydon BID and promote the benefits the BID has already brought to the town for business owners, residents and visitors alike.

We started off by looking at the BID’s five key pledges to the business community – to make the town safer, cleaner, better promoted, more attractive and more accessible. We kept the original pledge colours, but developed a rationale to ensure consistency and harmony across the brand.

The logo was already established, however it needed a stronger presence. We focused on making the typography bolder and more vibrant, changing the colours in favour of something more contemporary (and a little less Wimbledon-ey!).

With the logo spruced up (and looking very smart if we do say so ourselves!), the core messaging needed to be updated. “All Change! Croydon” lent itself perfectly to the cause. Its subtle play on words not only indicate Croydon’s position as a major transport interchange, but also reflect the positive changes the BID brings to the town. On a secondary level “Making a Difference” concisely highlights what the BID is doing and reinforces its role and the reality of change.

Alongside the logo and messaging, a new website was also needed as it provides a key channel for the team to communicate the positive changes happening in Croydon. The site 'soft-launched' last week and although only a few weeks in, site visits are already up by over 3300% - you can see the new site and find out all about that side of the project here.

This strategy is being rolled out across various collateral from Christmas Banners, their Annual Report and the all-new Check Out Croydon loyalty card.

The Check Out Card gives exclusive offers and discounts in many of Croydon’s shops. The name we conceived, Check Out Croydon, offers a conversational and friendly tone, whilst the play on words also act as a call to action for people to check out what’s happening for themselves.

The card is proving to be a popular addition to Croydon BID’s positive changes, exceeding expectations with the number of sign-ups.

 

 

  

“Our partnership with the team at tothepoint has been great, they’ve produced some really creative, forward-looking work and have demonstrated a vested interest in our cause. It’s been a pleasure to work with the team and we wouldn’t hesitate to recommend them!”

Matthew Sims, Chief Executive, Croydon Town Centre BID.

As they always say (particularly at Halloween) there’s no rest for the wicked – we’ll be continuing our work with the BID. So when you’re next in Croydon, keep your eyes peeled for their influence, as we’ll have new collateral springing up in the coming months.