New development corporation brand aims to revive London’s Oxford Street

Integrated brand and marketing agency Autonomy was tasked by the Greater London Authority (GLA) to craft an identity for the Oxford Street Development Corporation (OSDC). The newly created organisation will lead Oxford Street’s Transformation Programme, which will support the long-term transformation for one of London’s most iconic destinations.

Ahead of plans to make Oxford Street – Inner London’s most frequently visited shopping street – pedestrian friendly, the GLA set up the OSDC to drive major public realm improvements.

Its brand identity was crafted by Anatomy, a London-based agency with a wealth of experience, having developed brands for projects including Knightsbridge, City of London and The Eastern City Business Improvement District.

Anatomy devised a new brand and website that aims to engage audiences and stakeholders, while implement the OSDC’s long-term vision. Its strategy bears in mind the vision of the mayor of London, Sadiq Khan, who wants Oxford Street to compete with the likes of New York’s Times Square and Paris’ Champs-Élysées.

The design, built around its ‘Energising an icon’ platform, hopes to signal immediate credibility and intent. The line element, which is prominent throughout the design, echoes Oxford Street’s origins as a Roman road, while also cleverly evoking zebra crossings.

Hugh Stevenson, managing partner at Anatomy, says, “Oxford Street has a special place in the nation’s heart but it’s also a brand asset for London, recognised all over the world. We’re proud to be trusted to work with the Development Corporation on their bold remit, playing a very small part in the development of this iconic destination. As we all increasingly crave real world experiences and connection, its potential to create economic, social, and cultural impact for Londoners and London is huge.”