Bringing an unbranded company into the public eye

96 Harley Street is a magnificent Grade II listed Georgian house, the former residence of the Queen’s Physician and professional home to some of the world’s most eminent medical specialists for over a hundred years. With patterns of traditional medical consulting changing, the owner was finding fewer specialists signing up for long-term lease agreements, but an increase in demand by professionals allied to the practice of medicine. We were employed to devise a strategy to increase overall room occupancy and implement a plan.

Our first step was to undertake an analysis of which professions were using the building and how these individuals were finding their way to the practice, given no branding or promotional activity. Our research showed that all along Harley Street, rooms were being taken up by professionals allied to the practice of medicine, among them a large proportion of psychological practitioners. Here was an opportunity for 96 to open its doors to a new market – but first it would need a public profile in order to compete.

We advised the creation of two new brands – ‘96 Harley Street’, a practice encompassing medical specialists and ‘96 Harley Psychotherapy’, a practice encompassing psychological specialists. We recommended that target audiences should encompass both health professionals and the public at large. We created two corresponding websites, delineating and promoting the services of two different communities – the medical and the psychological. Both sites began with scoping documents, setting out size and functionality. A uniting visual identity was crafted, with the two component entities distinguished by colour and content.

Number 96 is now on the Harley Street (and therefore the world) radar and room uptake is steadily increasing. Members of the public, a whole new audience, are being recruited directly through the websites. Blog, Facebook and Twitter profiles mean that both practices at 96 Harley Street are conversing with the world, and that both websites are functioning as they should – as living, evolving, search engine-optimised ‘shop windows’ for a valuable business.