Case Study
Baker Street Quarter Partnership is a Business Improvement District (BID) representing one of London’s most iconic areas—Baker Street and Marylebone. The organisation leads on placemaking, sustainability, business support and community engagement, working with local stakeholders to enhance the area’s experience for workers, visitors and residents alike.
New beginnings, renewed focus
Working closely with Girl & Boy during a total repositioning of it’s brand, Baker Street Quarter also required a total redesign of its digital presence—one that felt modern, intuitive, and truly reflective of its vision and values. The new site needed to be more than a refresh: it needed to become a central hub of information, tools, and engagement—especially in key areas such as; sustainability, environment, and business support.
Visually the new brand direction, a far cry from the previous brand iteration which relied heavily on much loved character design and illustration to reflect it’s focus on both business and consumer approach. The new brand direction, which is solely B2B focused, retains an element of charm and is modern, confident and vibrant, with a strong typographic system, playful illustrations with a nod to the environmental goals of the Quarter, and a refined colour palette. These elements are used within the website design in a way that’s functional and immersive, offering subtle animations, clear call-to-actions, and intuitive structure.
The Russian Doll effect—Sites within a site
One of the core aims of the redesign was to support Baker Street Quarter’s growing commitment to sustainability and urban greening. Several dedicated resource hubs were created, including a Sustainability Hub—acentralised area featuring articles, downloadable toolkits, guidance, legislation, and updates on green initiatives. Broken down into 3 key areas—retail, hospitality and commercial, the hub offers data-driven content and updates on air quality, green space projects, and eco-partner programmes. The hub also focused on helping local businesses improve their ESG performance, including access to grants, events and sustainability workshops. These hubs are built to grow—easy for the client team to update, expand, and evolve as new initiatives launch.
Urban Greening
The Urban Greening hub informs businesses and community members across the Baker Street Quarter to introduce new planting and wildlife‑friendly interventions—such as planters, green roofs or façade planting—in privately owned spaces. By offering practical guidance and design ideas across different scales and budgets, the initiative supports biodiversity, helps improve air quality and climate resilience, and enhances wellbeing through greener, more attractive streetscapes.
With multiple user groups and a broad range of content—from business services to event listings—we focused on user experience and flexibility. A templating system was created so that site administrators were not restrained when authoring content. With a modular system, created to be scalable means that any layout can be created with a vast variety of user interface elements that can be use to create rich engaging content in almost any layout setup as needed.
The Baker Street Quarter website is a strategic digital transformation that brings clarity, energy, and purpose to the heart of the BID’s work. By aligning with the new brand and providing intuitive access to key information—especially around sustainability—the site now acts as a central hub for impact and community connection in one of London’s most dynamic districts.
