Caledonia Park: Echoing the ambitions of both the destination and the South of Scotland region

Following on from our success at resuscitating and revitalising the commercial performance and positioning of this designer outlet village, we were commissioned by the investors to rebrand the destination to further accelerate its competitiveness and commercial trajectory. The asset is nestled on the border between England and Scotland and for many native Scottish residents it is known as the gateway home when travelling south to north and Caledonia is the Roman name for Scotland. We create a modern contemporary brand identity echoing the ambitions of both the destination and the South of Scotland region. This new era and vision was captured and played through multiple media formats across the UK, leading to an increase in super brands moving their stores to the location and a significant shift towards a more affluent demographic.

SCOPE OF WORK

The work covered Naming, brand identity, guidelines, creative art direction, shoots, production, post production, video editing, website build, marketing strategy B2B and B2C, brochure production, copywriting, social media and all brand signage design. We also recruited and trained the Head of Retail and Social Media team on behalf of the client.