Harley Street Area Partnership – Business Improvement District Branding
We were approached by the Harley Street Area Partnership (HSAP) to tender to develop a brand which would brand their partnership’s push to become a Business Improvement District (BID). Aiming to become the UK’s first BID with a predominately medical focus, the partnership consisted of landowners, medical organisations and major occupiers working together with the wider Harley Street community with a focus on sourcing local funding and investment to improve and enhance the district, supporting each other and the area as a whole in order to increase the vibrancy and vitality of the area. We won the tender to develop a new brand, visual identity and website.
Although best known for its medical practices, Harley Street wanted to move beyond – while still recognising the importance of the medical sector, the objective was to promote the area as a place to do business regardless of activity or sector, and also as a desirable place to visit. As well as partnership branding, this was a placemaking project.