Development Identities

CB Richard Ellis

CB Richard Ellis is property development company with over 300 offices in more than 50 countries.

Marriots Walk development brand identity

The work

Brand identity • Signage • Environmental

The brief

Firedog was tasked with branding a new open-air retail park being developed in the thriving market town of Witney, near Oxford; bringing together a host of high-street retailers, restaurants and a cinema, the new scheme was called Marriotts Walk.

The solution

As a place steeped in heritage (and with an ever meticulous Council to appease), the core challenge was to create a visual identity for Marriotts Walk that was in keeping with the Witney surroundings whilst reflecting the ‘presence’ of a modern retail development. Firedog began the project with extensive historical research into Witney that led the final creative. The identity give a subtle nod to the town’s past as a world renowned centre for blanket making through the weaving strands that are used. The resulting work was considered bold enough for the client to stand their ground in the retail market yet unobtrusive enough for the local seal of approval. Another key aspect of the solution was versatility; the identity would be applied from signage to letterheads to uniforms.

The results

Firedog created a set of brand guidelines for the in-house design team, covered internal and external totems, finger posts, wayfinding devices as well as internal signage templates and lighting suggestions.

Gallagher Retail Park development brand identity

The work

Branding • Architectural visualisations

The brief

Gallagher Retail Park, an established retail Park based in Cheltenham, was faced with some stiff competition from retail developments recently erected nearby. Firedog was appointed to refresh the Gallagher brand and signage and give it a facelift. It was important that the branding appealed to the demographics of the local community and that the overall look & feel suggested that Gallagher had been improved as a retail experience for local shoppers.

The solution

Firedog conducted a site visit to fully determine the culture and mindset of the local community and it was vital that any new identity married into the rural, yet affluent, Cheltenham population. In response to this brief, Firedog designed a light, clean identity that reflected the history of the area by using an oak leaf within the ‘A’ of Gallagher. (Our research indicated that the area was once world famous for its oak trees).

The results

Once we had finalised the identity, we applied it consistently to banner flags and illuminated totem signage that will be erected to attract footfall. Firedog also assisted the planning application process by providing a series of 3D visualisations for the totem signage and banner flags at various sizes so that the planning team could visualise the extent of the various signage requirements.