The Howgate Shopping Centre in Falkirk contains approximately 190,000sq ft of covered retail space attracts 6 million visitors annually. It has a diverse range of retailers including independent stores and large national multiples with a strong focus on young female fashion. An area for smaller boutique retailers exists within the atria space offering everything from ‘must-have’ fashion to shoe repairs and beauty therapies.
Our challenge: to put this secondary location ‘on the map’ within the shopping centre and attract more customers. We set out to inform and engage visitors to the shopping centre, encouraging them to visit and discover the unique products that these independent stores have to offer.
Working with the retailers and Howgate management, we created a new brand identity and logo together with new wayfinding signage and marketing materials. The name ‘INDY’ with supporting strapline ‘unique shopping’ was developed. The outcome is a fun and engaging typographic mark, applied in prominent locations throughout the shopping centre, with eye catching new window and floor graphics. Supporting promotional fliers and posters explain the range of services and products on offer within INDY.
The memorable new logotype containing a directional arrow helps to communicate INDY’S location. We applied the new logo and brand identity to the adjacent 10 metre high glazed lift shaft enclosures, floor graphics and to the shop frontage.
The new logo, brand identity, associated marketing materials and graphics have been extremely well received by both the INDY retailers and shoppers alike with an increase in footfall evident within INDY and growing interest in what’s on offer throughout the shopping centre.
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