In the wake of the Occupy London protests, it is easy to see why the Square Mile, the financial nexus of the UK, is not the most popular place. The superior air and single-mindedness of the residents can be off-putting, keeping many outsiders from experiencing the Square Mile’s distinct charm. The City lacked a cohesive identity behind which the people of the Square Mile could unite – and invite the world to discover its unique character.
The City is the pinnacle to which the best and brightest in trade and finance aspire. It is ferociously competitive, and those who do make it to the Square Mile are fiercely proud of the dragons they have slain on the way. The brand had to embody this mind-set. It had to focus on going the distance with one’s ambition, wit and skill. You have to be the best to make it in The Mile – and in The Mile visitors will find the best in dining, entertainment and recreation. Since The Mile is the standard by which the world measures success, we embedded that perception in the campaign positioning line: “The measure of distinction”.
To help launch the brand, those who live and work in The Mile would be invited to take part in a city-wide survey called “The Mile Awards.”
The awards would comprise of multiple options and choices for which the residents could cast their vote through the website, mobile app, or brochure. Options could include “The Best Service” or “The Best Pint” in The Mile. Businesses would then be encouraged to display window decals to signal to customers that they measure up to the high standards of The Mile. The result would be a closer knit community, and would set the ground work for future campaigns.
The Mile is known for its tenacity and brashness, but many are unaware of its energy, nightlife, and excellent food.
The mobile app is designed to connect both locals and tourists to The Mile. By altering its formerly unapproachable tone, the app demonstrates that The Mile is a welcoming and exciting place to explore the next night out. Each category is identified with its own bold colour. From the app the user will be able to find businesses, write reviews, locate transit and discover new parts they might not have before.