Nicola Beausire typographic logo Liverpool One

launching a brand

Liverpool One - Launching a brand

Background
Urban regeneration project, Liverpool One is the most important development in Liverpool for more than 40 years. Comprising 165 new shops, offices, car parking, hotels, apartments, restaurants and public open space, the development opened in May 2008, the year in which Liverpool celebrated its status as European Capital of Culture.

Challenge
To position Liverpool One as a world-class retail-led destination, capturing the essence of the city in a way that is engaging and appealing to prospective retailers and agents.

Solution
The creation of a suite of materials, which challenges previous perceptions of Liverpool and builds upon Liverpool One’s central proposition – rewriting the rules of urban development.

Results
The work has helped to dispel negative perceptions of the city and helped add credibility to the development.

Awards
The printed collateral was awarded a Design Week “Benchmark” Award in the Property and Construction section in 2006 and won the Estates Gazette “Victor Ludorum” and “Best Retail” Award in 2007. The Liverpool One launch video won a “Rose” award.

The Team

  • Project Manager: Nicola Beausire
  • Graphic Design: Bostock & Pollitt
  • Copy writing: White Page
  • Website: Bostock & Pollitt
  • Computer Generated Images: GMJ
  • Video: Finch
  • Event Management: Ear to the Ground

 

Brand Launch

Brand Launch Liverpool One Launch venue

Over 100 guests and members of the Media enjoyed an energising evening at the Gymnasium, near London’s Kings Cross. The venue was branded throughout, with mobiles bearing the brand icons suspended from the ceiling and back-lit images on the walls. A huge 4m x 4m floor map was used to guide guests around Liverpool One’s four distinct retail districts whilst the highlight of the evening was the award winning launch video, which was projected onto a 3m wide screen.

 

Telling the Story

Telling the Story Brand Launch Liverpool One Folder

Liverpool’s emerging offer was presented in three brochures highlighting the transformation of the city, the features of the four new retail quarters and the supporting research to demonstrate Liverpool’s potential as a premier league shopping destination.

A complementary twin DVD set contained a copy of the Liverpool One launch video and a CGI walk through of the scheme.

A bespoke Liverpool One chocolate bar and postcard pack was produced for Liverpool One’s attendance at the British Council of Shopping Centres and MAPIC exhibitions.

A strongly branded website supported the printed materials and provided up-to-the-minute information on leasing progress.

The brand was further reinforced in an onsite marketing suite.

 

Keeping in Touch

Keeping in touch

To maintain momentum, retailers and agents received regular communication via themed direct mail and e-mail.

 

Winning Awards

Winning Awards Design Week Award

What the judges said:

Estates Gazette:
“Liverpool One was streets ahead of the pack in the Retail category, with a hard-working, unified and coherent marketing strategy. From Astroturf postcards to inflatable beach balls, the campaign is long term, clever and full of impact …not to mention a lot of fun. Liverpool One keeps its clever brand values strong and memorable across all the different routes to market that it employs and the end result is professionalism itself. Once seen, never forgotten. Just to ensure this large and ambitious retail scheme keeps on track, the marketers from Grosvenor have an excellent and comprehensive set of metrics to measure everything they do.”

Design Week:
“The breadth of application, copy style and tone of voice make this a winner. A highly developed brand story”