Retail branding: regeneration and retail in the heart of London

Client: Argent

The Project: Simply, a well designed piece of print to help lease a new retail development at Kings Cross – ‘Coal Drops Yard’ – to large companies, and smaller specialist high-end fashion and food outlets. There are large and smaller spaces for entrepreneurs. The creative brought together history and high fashion. I led the team that pitched for the project, went on the site recces, got heavily involved in the research, art direction and flat-planning and helped create the leading copy.

In close collaboration with the developer’s sales and marketing team, I led the team to create a richly layered, visually stunning folio that set out the retail opportunity. It featured dramatic photography, high quality CGI and, interesting and ‘quirky’ illustration, with a nod to the Victorian heritage. These elements were then translated into a coherent brand guidelines, developed the CDY leasing website and other comms to capture the essence of the unique experience, as well as marketing collateral and merchandise.

What the client said: “Thank you very much for the most beautiful brochure. It is fabulous and has raised the bar at Argent. Thank you for all your hard work and putting up with me. The team is absolutely delighted and I have received incredible feedback from all the partners. The best comment I heard today was ‘it feels like the building’. And that’s exactly what we wanted, for people to feel the beauty and essence of the place.”
Isabel Gutierrez, Retail Marketing, Argent