Kingsway Centre
Time for a refresh. Having branded the neighbouring Friars Walk development, we helped Newport's Kingsway Centre rise to the challenge of rejuvenating their brand and transforming their presence.When a glamorous new upstart arrives in town, everyone else has to raise their game. With the Friars Walk development flourishing next door, it was time for the Kingsway Centre to get a facelift. Thanks to our wealth of experience in large-scale developments, we were commissioned to rework their branding and help improve the calibre of their retail tenant brands.
We knew that Kingsway needed something distinctive to help it stand out. Thinking afresh, we developed a brand visual identity with bold colours and a graphic approach mirroring the development's rejuvenated architecture. Then we applied their fresh new brand across print ads, on-site graphics and online. And now Kingsway is attracting high profile tenants, and has successfully re-established its credentials in its rejuvenated neighbourhood.
We knew that Kingsway needed something distinctive to help it stand out. Thinking afresh, we developed a brand visual identity with bold colours and a graphic approach mirroring the development's rejuvenated architecture. Then we applied their fresh new brand across print ads, on-site graphics and online. And now Kingsway is attracting high profile tenants, and has successfully re-established its credentials in its rejuvenated neighbourhood.
A key marketing tool was the centre’s website which was redesigned to reflect a modern, responsive site. It was built to be easily updated in-house with tenant news, events and live Twitter feed. Icon recognised a need for better engagement and communication with key tenants and the wider community. Our understanding of the Kingsway customer profile, location and other retail competition put us in a strong position to plan intelligently for events. Through local knowledge and existing partner contacts, we were able to continue to manage and improve on all of the Kingsway Centres marketing needs, ensuring that key communities were engaged in activities throughout the centre.
Our six-week lead-up interest generating campaign that starred the ever-popular Dino Day activity featured bespoke illustration and Facebook campaign that resulted in a 204% increase in page visits, with a 104% increase in likes and followers.
We created a bold Christmas campaign to advertise the shopping centre's free parking campaign. The campaign had to appeal to a broad range of audiences so we kept the photography classy and typography playful to appeal to families and keen shoppers alike.
