To The Point redesigns identity for south London destination Bankside to boost tourism

To The Point has designed a new identity for London destination Bankside and is working on its website in a bid to make the area a more popular visitor attraction.

The consultancy was invited to pitch for the work by business improvement district Better Bankside, which is an independent, business-led organisation that seeks to improve the location. Only consultancies based in the Bankside area were invited to pitch for the work and To The Point was appointed a week ago.

The new identity – Visit Bankside – takes inspiration from block typography found in the area, particularly riverside lettering found hanging from the river bank at low-tide and lettering used in Borough Market.

Capped and spaced generously, the words ’Visit Bankside’ are written in a serif font and end in a pink full stop, which links it to the Better Bankside brand. The full-stop stands to be used as a graphic device in a wider campaign.

To The Point is now working up website designs merged from two of four iterative creative proposals.

Better Bankside had already worked with Southwark Council on the incumbent Visit Bankside website, and while the council has now withdrawn funding, Better Bankside is continuing with the initiative.

A new website is being designed which will be ready by the new year. To The Point managing director Simon Hutton says this will utilise the Better Bankside image library in a photograph-heavy display. ’They can change the photos for special events,’ says Hutton, who says calendar updates and links to similar organisations will feature.

To The Point says, ’Using imagery as the focus of the site with minimal but useful text will help increase the number of visitors to Bankside.’

Tourists are a particular target for Visit Bankside, so the site will be designed with smartphone capability.

As the ’preferred consultancy for implementation’, To The Point is now developing the CMS of the website with Mediamixer New Media.