NB Studio was challenged to help Bankside strengthen visitor associations between the area and its name. In a 2016 survey, only 27% of visitors named Bankside correctly compared to 79% for Southbank. The studio championed the independent state of Bankside through a rebellious, name-driven campaign. Positioning Bankside as London’s Other Side, NB Studio developed a creative system that boosted recognition of the Bankside name. The campaign also included a short piece of creative writing that sets the tone. London’s Other Side resonated strongly with Better Bankside, local businesses and stakeholders.