Shifting a retail destination from shopping-led to experience-led.

Telford was repositioned as a destination for food, entertainment and shared experiences, moving the brand beyond retail and towards connection, discovery and social interaction.

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

I led the concept and development of the identity, collaborating with a copywriter and animator to bring the system to life across multiple touchpoints. The result is a cohesive and scalable identity that strengthens recognition and repositions Telford as a contemporary, experience-led destination.