Case Study
Before its brand repositioning with Girl & Boy, the Baker Street Quarter Partnership embraced a playful, illustration-led visual language to communicate its wide range of initiatives across the Marylebone district. As a Business Improvement District (BID), Baker Street Quarter sought to energise and inform the local community—residents, workers, and visitors—about the many events, improvements, and services it was delivering. Working closely with the BID team to create a suite of vibrant, engaging materials that brought their message to life through bold illustrations and eye-catching design. These were displayed throughout the area in high-footfall locations, from lamppost banners and large-scale window vinyls to printed booklets and posters, helping to build visibility, engagement, and a sense of place.
Brightening up the streets of London
The legacy brand leaned heavily on custom illustration to create an approachable and instantly recognisable visual presence for the Quarter. Through creative direction focussing on capturing the charm, diversity, and movement of Marylebone life, turning everyday initiatives—like tourism, retail promotion, or seasonal messaging—into illustrated campaigns. Illustrations were adapted across a wide range of applications, often designed in sets that could scale up or down depending on the medium. Characters, buildings, and local landmarks were all stylised in a way that celebrated the identity of the area while keeping the tone light, welcoming, and community-focused.
Our legacy work with Baker Street Quarter shows the power of illustration in placemaking and community engagement. Through a consistent yet flexible visual style, the Quarter was able to animate its message across Marylebone—making public information more accessible, environments more vibrant, and the brand more memorable. While the BID has since evolved with a new strategic direction, this chapter of its visual identity remains a key part of its story.
