Porta: a masterclass in rebranding
Converting a full-priced shopping centre into an outlet shopping destination
BWP was approached by Resolution Properties to help them convert a full-price retail scheme in Leith near Edinburgh, to an outlet scheme. Working with the managing agents and leasing partners KLM, the task was to create a fresh brand identity and reposition the centre as an exciting new outlet scheme.
BWP began with the scheme’s identity and overall proposition, reconfiguring to outlet shopping and creating a strong brand that would carry the centre into the next generation of retail and leisure offerings.
The brief was to avoid anything ocean-themed, so we sought inspiration from other elements of the local area. The name, Porta, acknowledges the scheme’s port location and the strong Italian influences of the region. It also means ‘gateway’ in Italian, which represents the centre’s position as a gateway to fashion, shopping and leisure. From here we developed a bold logo, brought to life through strong colours and textures inspired by the local surroundings.
Once Porta’s new name, brand and logo were established, BWP worked closely with the leasing team to create a suite of B2B marketing materials to support the leasing programme and help to attract exciting new outlet brands to the scheme. This phase included the design of an on-site marketing suite, to host meetings with potential tenants in a professional environment that would easily communicate brand identity and values, and a leasing brochure, website and video to inform and excite prospects.
Throughout the project, BWP drove Porta’s strategic direction, defining messaging during the scheme’s transitional phase and forging creative executions for campaigns, onsite signage and owned media channels. All of this came together to ensure a fully integrated campaign across all comms channels and a solid, recognizable new identity.