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.
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 reknowned 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.
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.