The Northbank

From thoroughfare to fanfare

Challenge

The Northbank didn’t always exist as it does today. When the Strand Aldwych and Trafalgar Square Association (SATSA) approached us, this central London area north of the River Thames lacked character and identity, and was known for the wrong reasons. SATSA were looking to grow their membership so they could continue their work to reinvigorate the area.

Industry

Public & Private sector partnership

Project Type

Design - Print - Digital - Strategy

Links

thenorthbank.london

Our thinking

We knew something radical was needed, so we went beyond the proposed idea to create a website. Instead, we created The Northbank name and co-created The Northbank Business Improvement District – a public-private partnership that would bring significant investment into the area.

We brought together a comprehensive and fully-integrated place brand and narrative as well as creating The Northbank logo, inspired by the curve of the river Thames.

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Impact

Increase in number of stakeholders From 48 to 450 Increase in footfall to the area 400% Additional funds to improve the area £2.2m Direct investment into the area £8.8m
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“The Strand, Aldwych and Trafalgar Square Association (SATSA) was experiencing a decline in profile and hence membership in its area of operation. The decision was taken to seek a rejuvenation of both brand and role for SATSA and Earth was approached to guide and design a new brand image. This work has evolved into a more detailed and on-going involvement with the Northbank B.I.D. Earth approached the task with professionalism and enthusiasm, delivering the name positioning and communications strategy.”

Paul Clarke, CEO and Clerk of the Council, Duchy of Lancaster

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