{"id":13258,"date":"2025-08-07T16:29:56","date_gmt":"2025-08-07T09:29:56","guid":{"rendered":"https:\/\/cstc.vn\/blogtsk\/tothepoint-brands-new-scheme-to-boost-londons-biggest-and-most-maligned-borough\/"},"modified":"2025-08-07T16:29:56","modified_gmt":"2025-08-07T09:29:56","slug":"tothepoint-brands-new-scheme-to-boost-londons-biggest-and-most-maligned-borough","status":"publish","type":"post","link":"https:\/\/cstc.vn\/blogtsk\/tothepoint-brands-new-scheme-to-boost-londons-biggest-and-most-maligned-borough\/","title":{"rendered":"Tothepoint brands new scheme to boost London\u2019s biggest and most maligned borough"},"content":{"rendered":"

Tothepoint<\/a> has created the branding for a new loyalty scheme for Croydon, building on its previous work for London\u2019s biggest borough.<\/p>\n

It has around 390,000 residents, of which more than 190,000 live in the town of Croydon itself, and it\u2019s also home to big employers like the Home Office.<\/p>\n

But Croydon has sometimes struggled with its reputation. In 2013, a poll named it the second crappiest town in the country and last year it was named \u201cthe most depressing place\u201d to live in London<\/a>, and the 12th most depressing in the UK.<\/p>\n

This led to a feisty backlash though \u2013 last August The Telegraph<\/em> ran a piece headlined, \u201cWhy Everything You Think About Croydon Is Wrong\u201d<\/a> which praised its spirit and innovation, and argued that \u201cBritain\u2019s most slandered town does not deserve its reputation.\u201d<\/p>\n

Tothepoint\u2019s new visuals for the Checkout Croydon scheme<\/p>\n

Like many UK high streets, \u201cCroydon town centre is struggling,\u201d says Matthew Sims, who has been chief executive of Croydon Business Improvement District (BID) since 2012. Part of his remit is to encourage more people to spend more time and money in the town centre.<\/p>\n

BIDs are defined areas in which local businesses have voted to invest together to improve the local environment. Croydon BID is the biggest in the UK, and represents 500 businesses.<\/p>\n

Sims and his team launched a discount card, designed by London-based studio Tothepoint, around 10 years ago, but it struggled to collect exclusive offers, and was short-lived.<\/p>\n

This new iteration of Checkout Croydon is purely digital, and it\u2019s open to employees, visitors and residents \u2013 other BID discount cards tend to be open just to employees.<\/p>\n

Sim believes that \u201csome towns and cities can be too risk-averse with campaigns. Creatively, we wanted it to be risky, different and to stand out.\u201d<\/p>\n

Tothepoint\u2019s team was responsible for the brand concept, advertising, web development, campaign messaging and animated content.<\/p>\n

The identity not only had to stand out so that it would drive public engagement, it also had to sit cohesively within Croydon BID\u2019s broader marketing ecosystem.<\/p>\n

Tothepoint has been working with the client for more than eight years. \u201cToo often, I see businesses changing their approach to creative design from agency to agency,\u201d says Sims. Instead, he wanted a long-term relationship for consistency and the studio\u2019s ability \u201cto take a campaign and really unpack it.\u201d<\/p>\n

Tothepoint\u2019s redesign for Croydon BID<\/p>\n

Previously, Tothepoint oversaw a brand refresh and redesigned website for the Croydon BID, which both went live in May 2024.<\/p>\n

The new website merged previously separate BID and consumer websites into one offering, while having a clear split between business and leisure \u2013 blue and Avant Garde<\/em> font for the former; pink and Silka<\/em> font for the latter.<\/p>\n

\u201cPreviously, they were competing against each other for attention,\u201d says Tothepoint head of digital, James Hipkiss.<\/p>\n

Tothepoint\u2019s new visuals for the Checkout Croydon scheme<\/p>\n

For Checkout Croydon, the designers looked at other BID websites, noting that in the US, where BIDs have blossomed, they are geared towards the consumer.<\/p>\n

The Checkout Croydon brand mark has two interlocking C\u2019s \u2013 for Checkout and Croydon \u2013 which form a subtle pin location icon. Its neon pink background is intended to be highly visible, and create digital impact.<\/p>\n

For the Checkout Croydon campaign, Tothepoint set out to make direct connections with the target audience.<\/p>\n

Creative director Kevin Cox says he and his team made a \u201cconscious effort to bring in humour, and reflect the multicultural and working-class make-up of Croydon.\u201d<\/p>\n

Sims backs this up. \u201cWe wanted to talk to the punter, the customer, wherever you are, at work, in the pub, in the toilets. It had to be playful and put a smile on people\u2019s faces.\u201d<\/p>\n

Tothepoint\u2019s new visuals for the Checkout Croydon scheme<\/p>\n

To avoid sounding corporate, Tothepoint went for conversational copy and cheeky wordplay across the card\u2019s five categories of eating, drinking, entertainment, shopping and general.<\/p>\n

\u201cWe were trying to test the water with street talk \u2013 we felt it might make even more of a connection,\u201d says Cox.<\/p>\n

They also developed a series of animated animal characters, and paired each with a headline. So eating\u2019s \u201cDeals to drool over\u201d is illustrated by a big dog sitting at a dining table, saliva pouring out of its mouth as it eyes a burger.<\/p>\n

Tothepoint used AI to implement the visual side of the concept more cost effectively.<\/p>\n

\u201cCheckout Croydon is not a silver bullet, but provides a tool,\u201d says Sims. \u201cThe card offers businesses a chance to gain new custom, and keep current custom.\u201d<\/p>\n

In the first two days, there were 1,200 sign-ups, and website traffic was double those of a typical month.<\/p>\n

Tothepoint\u2019s new visuals for the Checkout Croydon scheme<\/p>\n

\nWhat to read next: <\/strong>MATTA creates six team brands for new US women\u2019s rugby league<\/a> | Design work booms as London\u2019s new luxury hotels hit ten-year high<\/a> | Range Rover \u201crecodes DNA\u201d with new wordmark and motif<\/a> | Grate success \u2013 Brandon Consultants\u2019 new look for Pilgrims Choice cheddar<\/a>\n<\/div>\n

Source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

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