ABOUT

Where business meets culture: celebrating diversity in London's central districts.

London’s Midtown, nestled between the West End and the City, struggled to explain its ‘midtown’ location, a name inherited from previous Business Improvement Districts (BIDs). They needed a way to create meaning, and to connect and inspire multiple stakeholders — from investors to local community — around shared purpose.

The high-impact visual identity, featuring striking duotone imagery and clashing colour contrasts, celebrates the diversity of this unique part of London, positioning it as a vibrant and desirable place in which to live, work, and play. While the arrow logo reflects the progressive ambitions and forward-looking attitude of this part of London.