Brixton BID
Brixton BID is a non-profit run by local businesses to promote Brixton as a place to visit, work, and invest in. Their consumer-facing campaigns - the events, offers, and stories that get people into local shops - were buried inside their main business-facing website, competing for space with membership information and BID governance content.
I led the design of InBrixton, a new standalone site built to give that consumer content a home of its own: a distinct destination brand that could carry campaigns, news, and the local business directory, while still feeling connected to Brixton BID as a whole.
The Problem
Two audiences were being forced through one website. Members needed BID information, governance updates, and services. Locals and visitors needed something else entirely - what's on, who to shop with, where the energy is. Trying to serve both meant the consumer message got diluted, and Brixton BID had no way to run campaign-led marketing without it looking like an afterthought on a corporate site.
There was a harder problem underneath - whatever we built had to flex. Brixton BID runs a constant stream of individual campaigns, each with its own sub-brand personality, and future campaigns weren't yet known. The system had to hold a consistent InBrixton identity while giving every new campaign room to look and feel like itself.
My Process
Research & structure
Working directly with the Brixton BID team, I mapped out what needed to move across from the existing site (news, business directory) versus what was entirely new (campaign pages, gift card signposts). I turned this into a sitemap that both teams could agree on before any design work started - establishing architecture that could scale as new campaigns were added, rather than needing to be rebuilt each time.
UX flows & wireframes
I wireframed the core user journeys - discovering a campaign, finding a business, buying a gift card - prioritising quick, low-friction paths for people who are likely browsing on their phone, mid-visit to Brixton.
Visual & UI design
I took the existing BID branding - its colour, shape, and icon language - and reworked it into a fresh, energetic sub-brand for InBrixton. Rather than designing a single fixed template, I built a flexible design system: consistent structural components (navigation, cards, section layouts) that could accept different campaign colour palettes and imagery without breaking the page.
Content architecture
To keep news and campaign content easy to find as the volume grew, I designed a tagging system that let content be filtered and surfaced by theme, campaign, or type - built to stay usable as the BID's content grew, not just at launch.
Dev collaboration
I worked directly with developers through build and testing, particularly around how the design system's flexible/campaign-driven components would be implemented, to make sure the system held up in code the way it did in design.
Design Highlights
Flexible design system
Built a component system that gives the BID team the ability to apply individual campaign branding across sub-pages, without needing a designer to rebuild templates for every new campaign.
Content tagging for fast navigation
Designed a tagging structure across news and content so visitors can filter and find what's relevant to them quickly, rather than scrolling a single undifferentiated feed.
Scalable content architecture
Structured the site's information architecture to support Brixton BID's ongoing, evolving programme of campaigns - designed to grow with the organisation rather than needing repeated rework.
Outcome
InBrixton launched as a standalone consumer destination - covering campaigns, local news, and the Brixton gift card - giving Brixton BID a distinct channel to drive footfall and visibility for local businesses, separate from their membership-facing site. Brixton BID's Cultural Manager described the site as a vibrant, engaging platform they could grow their consumer-facing work from, and noted it was built with future campaigns in mind.
"We worked with Kaleidoscope on creating our consumer facing website InBrixton. The team at Kaleidoscope are fantastic - super friendly, helpful and knowledgable. They took our new band and transformed it into a vibrant, engaging website from which we can grow our consumer facing work. They understood the brief, came up with ideas we hadn't thought of, and built with growth in mind so we have something we can use for our changing activities. It's been so easy and such a joy to work with them."
- Jessica Dyer, Cultural Manager