Project Details & Aims
Business Improvement District (BID), Baker Street Quarter Partnership, is developing an area identity for the iconic Baker Street district in Marylebone, London, in-line with a new retail and leisure strategy designed to enhance the offer and experience for the area’s diverse audience of workers, residents and tourists. Connecting Regents Park to Oxford Street, Baker Street benefits from its proximity to some of London’s most attractive green spaces, globally-renowned attractions and inviting public realm. Coverdale Barclay delivered the brand proposition for the project, to articulate the identity of the area, and support its ambitions to become the West End’s commercial district of choice.
Our Work
Coverdale Barclay delivered the brand proposition for the project, to articulate the identity of the area, and support its ambitions to become the West End’s commercial district of choice. This included defining the area’s current and future USPs, its brand proposition and brand values, messaging hierarchy and tone of voice. Coverdale Barclay presented the brand positioning to local landowners, retailers and other key stakeholders in the area in a series of workshops, to ensure it reflected a cohesive vision for the district and encourage the proposition to be adopted more widely. The team also drafted a comprehensive marketing roll-out strategy for the area identity.
