Summary
A rebellious campaign identity for the Better Bankside Business Improvement District that helps people connect the name of the place with the rewarding experiences they find there.
Challenge
Boost recognition of the Bankside name and tell its story in a compelling way to drive demand for inward investment from employers, tourists and investors. Goal: become London’s most in-demand area.
Insight
When this project began, audiences struggled to locate Bankside and connect the name with attractions like Tate Modern or Borough Market. Only 27% of visitors could identify Bankside on a map compared with 79% for Southbank.
For a thousand years, Bankside has operated outside the mainstream – its ‘otherness’ remains at the core of its appeal.
Strategy
Declare the Independent State of Bankside.
1 Stand for one thing: independence.
2 Boost recognition of the name and connect it to the place.
3 Deliver a physical and digital change of state for those who enter.
Ultimate ambition: create the world’s first experiential border
Expression
London’s other side.
A rebellious name-driven creative platform and evolving ambient campaign:
– Launched with a tone-setting narrative
– Carried on hoardings, street furniture & installations
– Linked to the London Design Festival
Impact
In February 2020, Better Bankside secured its status as a Business Improvement District for another 5 years. In a ballot, 92% of businesses in the area voted to reappoint.
Recognition
London’s other side:
D&AD Awards. Writing for Graphic Design, Wood pencil, 2020.
Fresh Awards. Writing for Design, Silver, 2020.
Drum Design Awards. Writing for Design, Shortlisted, 2020.
A flag for Bankside:
D&AD Awards. Illustration site specific, Shortlisted, 2019.
Drum Design Awards. Experiential design, Silver, 2019.
Brand Impact Awards. Collaboration, Shortlisted, 2019.
Creative Review. Annual, 2019.
Appreciation
“London’s Other Side has really resonated with the board, the Better Bankside team and most importantly our businesses and local stakeholders. Being part of a thriving local ecosystem and having a shared sense of identity, a ‘club-ability’, was well received by our members.” Kate Poulter, Marketing Director, 10 February 2020
Technique
The initiative launched with a narrative written by Dan which was shared with participating businesses and used environmentally. Variations such as my workside, my playside, my wildside, express the versatility of the Bankside area with a site-specific twist.
Credits
Designer: Laura Bowman / Creative Directors: Nick Finney, Alan Dye / Clients: Nicole Gordon, Kate Poulter / Client Manager: Tim Howard / Special thanks: Antony Robbins.
