Kingston First BID
Kingston Markets website
Attracting customers by translating a real-world experience to the digital realm.
Having secured European funding to improve its market area with new stalls and landscaping – including trees, street furniture, paved areas and lighting – Kingstonfirst, the town’s Business Improvement District (BID) team, asked us to create a distinctive brand identity and dedicated website for the markets.
Our research revealed that it would be vital to give consumers a flavour of the markets and what they offer, with users able to switch between the Ancient Market and the Monday Market – each with a distinctive demographic and offering different products. Our solution encouraged the development of an online community, echoing the buzz of the market in a digital setting and encouraging people to visit the markets.
On the website, consumers can pick and choose news stories, locate the markets, find out about special events and meet the traders though video clips, photographs and written features. They can also sign up for a regular e-newsletter. The traders themselves are encouraged to reserve stalls online using a simple five-step process.
We have since extended the identity, using the visual language and tone of voice to develop a range of promotional materials including aprons and tea towels, web banners, marketing information, chalkboards and a magazine.