Jacey Bunker | 20.03.2018
BWP Group reveals integral role in launch of AXIOM
We are thrilled to announce our involvement in the naming, branding and strategy planning of Axiom, the UK’s largest out of town retail, leisure and sports development in England for 20 years.
Since our appointment by Lateral Property Group back in 2015, BWP has been working behind the scenes to support and advise the scheme’s owners on how to position, launch and promote this hugely exciting new retail and leisure destination. From the earliest stages, we have been an integral partner, responsible for naming the scheme and developing an overarching strategy to take Axiom to market. We have also created the Axiom brand identity and designed all collateral, including state-of-the-art digital leasing material.
Richard Beasley, CEO of BWP Group said, “It is always a joy to be involved from the beginning of a project like this as we are able to make the most impact. Our expert team of strategists helped to develop and build the Axiom brand, which our creative studio then brought to life. As an integrated marketing agency, we can fulfil every stage of the process in taking this amazing new scheme to market and we feel privileged to have been given this opportunity. I am delighted to finally be able to reveal our role in this hugely exciting project.”
Given the multi-channel, multi-sensory nature of the development, BWP was tasked with developing a proposition and material that would embody and express this to potential partners. Once the naming and branding process was successfully completed, BWP delivered a digital leasing brochure to communicate to retailers exactly what Axiom is set to become. This cutting-edge collateral equipped the leasing team with a tangible presentation of what Axiom was about and helped to secure four anchor tenants: Primark, M&S, NEXT and Boots.
Marcus Briggs, Head of Retail for Lateral Property Group said, “When it came to the appointment of a marketing partner to help us brand and launch Axiom, BWP Group was the obvious choice thanks to the agency’s creative thinking and proven expertise in the retail sector. BWP has been involved in every stage of the process, from brand identity to website launch, and we have been impressed throughout by the agency’s honest approach and original thinking. The entire process has been conducted as a partnership and we look forward to a fruitful, ongoing relationship with the agency.”
In terms of next steps, BWP Group will provide ongoing leasing support, as well as undertaking the consumer marketing strategy to take Axiom through the next stages of its development.