The consultancy was appointed to the work by the New West End Company, which works to promote the area, following a five-way pitch.
The NWEC wanted to revamp Oxford Street’s branding in line with the development of Crossrail, which is due to start running in 2018, and also to counteract pressures from Westfield’s sites in east and west London.
Goosebumps is undertaking a research programme, which will involve talking to shoppers, retailers and other stakeholders, prior to the launch of the new branding, which is scheduled for the end of the summer.
The identity will be primarily aimed at shoppers, but will also have a business-to-business role.
Ben Kingsmill, managing partner at Goosebumps, says, ‘Most people have a hugely positive association with Oxford Street, for example with memories of first shopping trips.
‘We’re aiming to reignite London’s love affair with Oxford Street.’
NWEC currently uses the Oxford Street street sign as a visual identifier, and Kingsmill says Goosebumps will be considering this, as well as potentially developing a new identity for the area.