Where open minds create
Fitzrovia is unlike any other neighbourhood in central London. It fuses a rich literary, artistic and manufacturing heritage with cutting edge creativity and medical innovation, all existing together in a patchwork of streets.
Fitzrovia Partnership, the Business Improvement District (BID) for Fitzrovia, exist to promote and improve the district of Fitzrovia on behalf of local businesses. Historically, the Partnership had operated two brands – one aimed at local businesses and the other 'Enjoy Fitzrovia' aimed at promoting Fitzrovia as a destination. Whilst the organisation had strong relationships with businesses in the area, neither brand was reflecting the unique character of Fitzrovia and the substantial business value that Fitzrovia Partnership offers its members and the neighbourhood at large.
Red Stone were appointed to sharpen their business case, simplify their brand structure and create a brand capable of increasing membership and visitor footfall by capturing the unique spirit of this vibrant neighbourhood.
Engagement
– Engaged and managed input from stakeholders across the organisation
Discovery
– Desk research
– Interviews
– Area visits
Strategy
– Purpose, proposition, personality and brand narrative
– Brand architecture
– Messaging matrix
Creative
– Logo
– Visual identity system
Website
– Scoping, goals, content planning
– Design and build
– CMS training
Testing
– Creative online workshops
Delivery
– Brand guidelines and training
– Brand assets and templates
A unified brand. A distinct strategy.
To get a feel for the real Fitzrovia, we did a full agency field trip – exploring every corner of the neighbourhood. Alongside conversations with internal and external stakeholders, we developed a clear understanding of what made the area unique, and where the challenges and opportunities lay with the existing brands. Central to our discovery was the recommendation to consolidate the organisations offer down to a single brand for both B2B and B2C audiences to help build greater brand equity and increase organisational efficiency.
To bring both brands under one umbrella, we needed a brand strategy that could resonate with both business and public audiences. Centred around the brand idea 'Where open minds create', the new strategy taps into Fitzrovia's creative, eclectic heritage – positioning it as a place for ambitious and innovative businesses and a destination for people looking for a London you don't find in the guide book. Supported by a flexible personality 'understated edge', the strategy gives the brand a creative tension and tonal flex that reflects the eclectic nature of Fitzrovia itself.
Celebrating the mix
Fitzrovia is bursting with distinctive architectural character and visual reference points. During our field trip, we cataloged a broad spectrum of visual details from local places of worship, historic venues and the streets themselves. These details are integral to the rich, cultural fabric and unique architectural aesthetic of the district.
Taking inspiration from what we found, we developed a modern, modular graphic language that embodies the eclectic, energetic and ever-evolving make up of the neighbourhood.
The flex to reach every audience
The brand personality forms the basis for a tonal scale that underpins the entire visual and verbal identity. Flexing colour, type, graphics and language, the brand seamlessly adapts for different content, contexts, and audiences.
The tools to hit the ground running
Alongside a comprehensive set of guidelines and easy to use templates, Red Stone planned, designed and built a new website to act as a hub for both businesses and visitors. The site architecture improves navigation, surfaces key information at the right times and makes triaging audiences simple. The brand gives Fitzrovia Partnership the visual and verbal tools to better demonstrate it's value and promote one of London's most distinct neighbourhoods to the world.
