The great guys at Mellor & Smith asked me in to take the creative lead to pitch for the re-brand of Bankside; the unsung cultural hub of South London.
The rich history of Bankside is steeped in illicit entertainment. Outside of Tudor London's boundaries it was a haven for prohibited activities, such as bear-baiting, prostitution (home to the crossbones graveyard), tippling (gin bootlegging), and unlicensed acting. At a vital crossroads of roads, wharves and rail; trade and industry boomed with breweries, hatters, taverns, fairs and markets. Thus cementing it as a melting pot of underground activity, culture and creativity; attracting the rebellious and harbouring the misfits. Even in the modern age , the area teems with arts theatres, young agency start-ups, micro-festivals and under arch raves.
As the foundation of the identity, Bankside’s diverse typography is the ideal vehicle to tell it's chaotic story. All other city branding marks are conventionally applied on top of the location. However, every application of Bankside's mark is exposed from underneath the subject matter, just as the rebellious nature of the are runs beneath the surface waiting to be discovered. To emphasise this jarring, contrary nature - all graphics are skewed off centre and harshly cropped to show the mark beneath with header copy overly extruded by 200%.
The vibrant colour palette fuses the vermilion of the red-lights, stage curtains and blood sports with shocking pink of lazers and neon lights. Used as an overlay to imagery, this immediately creates a recognisable identity that summons up a punk attitude.
As touch points for the tourists and public, we rolled this concept out into street signage and guerrilla building branding, onto products to ‘own’ the area and strengthen identity with local businesses and cultural festivals, into digital with AR tours and navigation, and a concierge script for hotels. Oh, and a bonus The sound of.. Bankside thrown in!
“I’ve worked with Harvey for over 15 years, freelancing into Mellor&Smith too many times to count. He’s one of the best designers in London - no doubt. Shaping strategy, raw creative, an insatiable appetite for type and leadership qualities abound but ultimately it’s all about ideas, ideas, ideas. And he’s got fucking loads of them!”
- PAUL MELLOR Creative Director