When new owners took over the Intu Bromley shopping centre, they asked Bewonder* to help reposition the centre’s offering and develop a fresh new brand.
As well as being responsible for developing a new creative approach, outlining strategic positioning and shaping the brand personality, we were responsible for rolling out the new brand to external and internal signage, online and throughout the centre’s existing social media accounts. New creative collateral, such as a new gift card, was also needed to reflect the new identity.
After conducting research within the catchment area, we decided to reinstate the centre’s previous name, The Glades. As well as being popular with the local community, this gave the centre a contemporary look and feel that resonated with our core, affluent shopper.
We also developed a cutting-edge, responsive website to position The Glades as the region’s go-to retail destination. This was designed to be a natural extension of the centre and featured retailer offers, an inspirational blog and previews of coming events. The site was additionally integrated with social media to guarantee a seamless user experience.
The centre was successfully relaunched as The Glades, generating considerable interest and PR-able content in the local area.