London digital agency

Brand identity and website for a new retail destination

Brightwells Yard

Brand identity and website for a new retail destination

Brief

Brightwells Yard is a new retail destination in the heart of Farnham. Our client, Crest Nicholson, wanted to create a distinctive and compelling brand proposition and identity as well as a dedicated website that would support the commercial offer and attract future visitors and residents.

Challenge

As the development is mixed-use (residential and commercial) and will have a number of retail units and apartments, the brand identity had to be developed with this in mind. Our goal was to create a strong visual identity and distinctive tone of voice that would attract new businesses, visitors and also potential future homeowners.

We began the project with an interactive workshop, bringing together key stakeholders from across the business to understand the scheme's vision and commercial offer. Following a number of sessions and client workshops we developed a set of brand guidelines, defining the tone of voice and the brand's value proposition within the marketplace.

One of the key elements of the website launch was to tell the story of Brightwells Yard. The destination will attract visitors from across Farnham and further afield and offers a variety of facilities, from new restaurants, shops and open space to a converted Grade II listed building. All of these elements had to talk to multiple audiences including tourists and potential commercial tenants. Part of the challenge was considering the main audience in this initial phase (companies looking for retail space) while ensuring content could evolve to become consumer-focused. To tell the story we developed a user-centric design and brought content to life through a mixture of copy, imagery and video, including a virtual map of the site.

Results

An immersive website which has a distinctive look and feel which supports the vision of Brightwells Yard.

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