For more than 15 years, Develop Croydon, White Label’s not-for-profit Community Interest Company (CIC), has championed investment and regeneration across the borough, helping to position Croydon as one of London’s leading destinations for growth.
Established by White Label in 2010 alongside a group of leading developers and Croydon Council, the CIC was created to provide a collective voice for the borough’s development community and promote Croydon as a place to invest, work, live and visit.
Since then, the organisation has grown to bring together developers, businesses, landowners, education providers and public sector partners, helping to showcase more than £1.2 billion of inward investment, supporting the delivery of around 18,000 new homes, and promoting a borough with an economy now worth £11.7 billion.
Today, that story enters its next chapter.
On Thursday 16 July, the new Invest in Croydon brand was officially unveiled to Develop Croydon partners, investors and stakeholders at an exclusive Investor Breakfast, hosted at AECOM’s London offices. The event featured an update from the Mayor of Croydon on his second-term priorities before revealing the new brand, website and investment platform designed to champion the borough’s next phase of growth.
White Label is proud to have led the strategic repositioning and delivery of the new identity, supporting the transition from Develop Croydon to Invest in Croydon – a refreshed brand and platform designed to attract investment, support business growth and showcase the borough’s economic opportunities.
Agreed by the Develop Croydon Forum at the end of 2025, the new identity reflects the fact that while regeneration remains central to Croydon’s success, today’s opportunity extends far beyond development alone. Located at the heart of London’s and the South East’s economies, Croydon is a key player in four of the Government’s Industrial Strategy priority growth sectors and continues to attract developers, investors, occupiers and businesses looking to invest in its future.
As part of the transition, White Label has led the strategic repositioning and brand refresh, including:
- Developing the new Invest in Croydon identity and logo
- Creating a refreshed visual identity
- Rewriting the investment narrative and key messaging
- Designing and delivering a new website
- Refreshing marketing collateral and communications assets
- Supporting the launch across digital channels
The new Invest in Croydon platform brings together the borough’s investment proposition, growth sectors, development pipeline and business environment in one place, creating a single destination for investors, developers, occupiers and businesses exploring opportunities in Croydon.
Katharine Glass, Director, White Label and Founder of Develop Croydon, said:
“Develop Croydon has been one of the UK’s most successful place partnerships, bringing together the public and private sectors to champion Croydon’s transformation for over 15 years. As the borough enters a new phase of delivery and investment, it felt like the right moment for the brand to evolve too.
Invest in Croydon reflects a broader, more confident investment proposition while remaining true to the organisation’s original purpose – championing Croydon as a fantastic place to invest, work, live and visit. We’re incredibly proud to have helped shape that next chapter.”
Jo Gumb, Co-Director, White Label and Co-Founder of Develop Croydon said:
“This feels like an opportunity to redefine how Croydon tells its investment story. Throughout the process we worked closely with the Forum to develop messaging that better reflects where Croydon is today and the opportunities that lie ahead.
The result is a brand and platform that speaks confidently to investors, developers, businesses and occupiers, while staying true to the collaborative partnership that has underpinned Develop Croydon’s success for more than 15 years.”
Richard Plant, Chair, Develop Croydon, said:
“Over the past 15 years, Develop Croydon has played a pivotal role in the transformation of Croydon, with landmark developments such as Ruskin Square, 10 Degrees, St Michael’s Square and Saffron Square reshaping the borough and demonstrating the scale of its ambition.
“Invest in Croydon marks the next chapter. It reflects our renewed focus on attracting investment, championing opportunity and ensuring Croydon continues to grow as one of London’s leading destinations for business, development and regeneration.”
The launch of Invest in Croydon marks the next stage in the organisation’s evolution, and White Label is proud to have helped create a platform that will continue to champion Croydon as one of the UK’s leading destinations for investment and growth.
Find out more: https://investcroydon.com/
