Luton Point, formerly The Mall, has been a long standing community shopping centre in the heart of Luton. Tasked with re-naming and re-branding The Mall, new owners Frasers Group and managing agents Sovereign Centros asked us to define a new brand strategy that would help guide Luton Point into the future whilst maintaining the centres core community values.

Branding & Strategy

Working closely with the Centre team and various local community groups we established a new name, Luton Point, alongside a much stronger and unique brand strategy that allowed for a new and more recognisable identity.

The bold L logo reinforces the town namesake further establishing its support for the community. An angular geometric pattern was introduced, a visual nod to the name, which was designed complement existing assets and fixtures already present throughout the centre and provide a flexible pattern system to unify brand marketing and communcations.

Signage & Wayfinding

The new brand identity was rolled out across the centre with all new entrance signage, mall wayfinding and carpark signage.