Freelance Senior Designer & Art Director
Freelance Senior Designer & Art Director
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.
Project completed at Charlie Smith Design.