Design Director / Senior Designer
Design Director / Senior Designer
A colourful and fun new identity system and environmental graphics for NewRiver shopping centres.
NewRiver is a leading property investor, asset manager and developer specialising in the UK retail and leisure sector. The brief was to help define the personality of their 33 shopping centres. We created a flexible yet coherent brand identity which allowed each shopping centre to retain their own look and feel, whilst having a kit of parts which were quick and easy to apply to marketing and environmental graphics.
A colour system of duo colours was developed, allowing each shopping centre to choose and apply. We defined the two types of signage – wayfinding and messaging, and created the NewRiver Environmental Brand Manual for the internal design team and centre managers to use. The manual looks at shopping centre logo application, all customer touch points, including entrances and exits, car parks, signage, seating and toilets.
What I delivered
Creative concepts
Guidelines
Brand toolkits
Brand activation
Brand identity system
Brand engagement
Brand expression
Content creation
Digital expression
Print design
Art direction
Exhibition & Interpretation
Wayfinding & Environmental
Project completed at Charlie Smith Design