Affinity
Getting hands-on with a new brand planning project
We started with a name and ended with a complete brand portfolio
The Challenge
A refresh required
Real estate investor and asset management company, Global Mutual acquired four outlet schemes in the UK and enlisted BWP to help deliver a brand refresh.
The Solution
United under one brand identity
The agency embarked on a comprehensive research phase, which took in catchment mapping, geo-demographic trend analysis and consumer perception. This informed the decision to unite the three schemes under one brand identity and the Affinity family of outlets was born.
Underpinning this rebrand, a fresh and creative new marketing concept was conceived alongside a B2B leasing strategy and B2C comms strategy to drive all three centres forward, attracting new brand signings.
The Impact
First step in an exciting journey
Alongside a well-received suite of leasing materials and an engaging brand video, a high impact brand launch cemented this first step in an exciting journey. The long-term goal of a highly-regarded and prosperous family of outlets boasting desirable shopping environments and a premier brand line-up was formed.
