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Repositioning a Business Improvement District

  • Branding
  • User Interface Design
  • Web Development

The Background

Retail Birmingham is the Business Improvement District (BID) for Birmingham city centre’s retail area. It’s been working for its members since 2007. Adaptable were tasked to refresh the BID’s brand identity & to digitally transform their member communications. The team wanted to showcase their work in improving & promoting the area in which they serve members in the heart of Birmingham’s retail district.

Crafting A Dynamic Identity

The previous identity was linked to the BID’s retail work through a multi-coloured barcode logomark. Our brief was to maintain this past concept and execute the identity in a new, clean way, allowing it to sit alongside it's sub-brand — Shopping in Birmingham.

The main issue with the previous logo was that it completely lost legibility when scaled down to a smaller size, therefore the new identity had to be flexible across different print and screen sizes.

Increase Members Awareness Of Retail Birmingham’s Work

An area where Retail Birmingham most needed help with was their digital communications. We audited the existing website, learning what the organisation did well and resources they lacked online.

Through the creation of a new user journey and understanding what their members wanted to see from the BID, we plotted out a new site structure. The new structure would showcase the work that Retail Birmingham does to promote the district, jobs and commercial property.

“Adaptable is a talented agency and we’ve been really impressed with the quality of their work and retail industry understanding in helping us develop our new brand identity and website for BID members.”

Steve Hewlett

Steve Hewlett

BID Manager, Retail Birmingham

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