Heart of London Business Alliance

BID proposal brochures

BIDs, ballots and brochures

If Carlsberg did design briefs, they would probably be a lot like this one for the Heart of London Business Alliance BID Proposal brochures: “Give us lots of white space, minimal copy on some pages and beautiful full-bleed images.”

A designer’s dream and for a very good reason…

Heart of London were about to go to ballot on four of the biggest BIDs in London… and all at the same time. Two exceptional brochures were needed: firstly, for the property owner ballots for Leicester Square & Piccadilly Circus and nearby Piccadilly St James’s; secondly, for the property owner and occupier ballots for St Martin’s Lane. And for such highly prestigious audiences, only the finest design and production values would do.

Our approach to both brochures was understated elegance. Debossed, uncoated covers featured close-ups of the business area maps, foil blocking, stunning photography, a thread-sewn finish, and white space–lots of it.

We worked closely with one of only a handful of Carbon Balanced Publication Printers in the country to minimise the environmental impact of the materials and we like to think the finished result is more like a fine wine than a cheap Danish beer.

As for the results, Heart of London was voted in on all four ballots, marking the first time a BID has achieved four simultaneous wins in the UK and the first time it has run a property owner and occupier ballot concurrently. We are delighted to have been part of their journey to such a landmark achievement.