A brand to connect Kensington’s businesses, communities and ambitions.
High Street Kensington is one of London’s best-known destinations – a place where retail, culture, hospitality, businesses and local communities come together.
Kensington BID wanted to create a new brand and website that could better reflect that mix, celebrating everything the area has to offer while giving people more reasons to discover and engage with it.
We created a fresh and flexible identity for High Street Kensington, together with a new digital platform designed to bring the character and energy of the neighbourhood to life.
Getting to know Kensington
Tours, workshops and conversations with businesses, residents and council stakeholders gave us a richer understanding of what made Kensington distinctive and what people wanted from its future.
Our aim was to create something businesses and communities could recognise, support and feel part of.
A name built around possibility
Positive and forward-looking, the name Opportunity Kensington expressed what greater collaboration and investment could mean for the neighbourhood.
Connection became central to the identity: between businesses and communities, heritage and future, and the people who live, work and spend time there.
The abbreviated ‘OK’ mark gave the brand a memorable, positive device for everything from digital communications to street campaigns.
Our palette of on-brand colours continued the theme of connections, merging a primary palette of sophisticated colours with an injection of vibrant shades, representing innovation and progression.
Turning the brand into a compelling proposition
The BID still needed the support of local businesses to become a reality.
With an understated foil-blocked cover and ‘opportunity’ centre stage, the proposal was designed to stand apart and show businesses what the BID could mean for them and Kensington.
Creating a digital home for the neighbourhood
Following wireframing and user testing, we created a website around the people who live, work, visit and do business in Kensington.
The platform communicates news, initiatives and campaigns while helping visitors discover more of the neighbourhood.
Turning local connections into local benefits
We created Token, a loyalty scheme giving people who live, work or do business in Kensington access to local retail, culture and dining offers.
From its name and identity to the digital card, Token extends the Opportunity Kensington brand while connecting local businesses with their audiences.
From an idea to an established destination
Opportunity Kensington began as a proposal for greater investment and became a brand bringing businesses, communities and organisations together around a shared ambition.
From securing business support and £5m of investment to launching its website and Token, the identity has continued to evolve.
The result is a distinctive, optimistic brand built around exactly what its name promises: opportunity for Kensington.
