Brand - update 22 September 2011

Why a brand?

• Not just a logo – Croydon’s personality • Our vision for the future and how we will achieve it • Consistency • The more people who use the brand, the stronger it will become So far … • Design and brand guidance by Small Back Room

• Toolkit in development to include: – words – pictures – facts and figures – logos – design and marketing tools

In partnership with … • Croydon Council corporate communications • Develop Croydon • Croydon Business Improvement District • Croydon Congress • Stakeholders including investors, landowners, Halls, , South Business, Croydon Chamber of Commerce Coming up …

• Website – in development • PR programme to support the brand including: – MIPIM 2012 – Minimum one big story/feature a month – Raise Croydon’s profile nationally and internationally – Build on our high news profile following disturbances

Toolkit – a sneak preview Croydon is ready for business with lots to offer:

• Business and enterprise • Regeneration • Connectivity • Retail • Hospitality and leisure • Arts and culture • Education • Heritage • People – who we are

Regeneration

Words – key message

Croydon is undergoing massive change.

Construction work is well underway on a number of projects which form part of five, linked master plans which together will deliver one of the biggest and most ambitious programmes of regeneration and development in the UK. It currently has £3.5 billion of commercial investment underway or in the pipeline.

Regeneration Images – pace, movement, dynamism, colour

Regeneration Facts and figures

• Seven sites are currently under construction in the metropolitan centre, a further 13 sites have planning approved and 12 more are in pre-application discussion. (Croydon:the facts)

• London Mayor Boris Johnson declared Croydon an Opportunity Area, working with the council to stimulate the metropolitan centre’s economy and environment. (Croydon:the facts)

• Adjacent to , Stanhope and Schroders’ will provide a new nine acre city quarter. A mixed-use development, it comprises five grade A office buildings, 550 apartments, along with shops, restaurants and a new . (Croydon:the facts)

• On the Cherry Orchard Road side of East Croydon station, Menta will develop a £250m scheme including a landmark 55 storey residential tower, a boutique hotel, community amenities and significant public realm improvements. (Menta)

• Barratt Homes is creating a modern urban village of over 900 homes at New South Quarter, alongside Wandle Park, set around courtyards and landscaped gardens and with the River Wandle running through its heart. (Croydon:the facts)

• A £20 million upgrade of East Croydon station will see a new entrance and pedestrian bridge opening in 2013, enhancing east-west links and connecting key development sites. (Croydon:the facts)

Design & marketing Next steps…

• Website

• PR programme

• Feedback