Telford was repositioned as a destination for food, entertainment and shared experiences, encouraging people to live in the moment.

Challenge: The centre lacked a clear and unified identity across touchpoints, making it difficult to communicate a consistent message beyond retail.

Insight: People increasingly choose destinations for the experiences they offer rather than for retail alone. The opportunity was to create an identity that could frame moments, events and interactions, helping Telford feel more social, welcoming and experience-led.

Strategy: The identity is built around the brand’s circular logo, using it as a flexible framing device for imagery and messaging. This system creates a recognisable visual thread that connects campaigns, digital content, environmental graphics and print applications while supporting a more engaging customer experience.