Romford’s town centre retail offer was ready for a new chapter – one that reflected its commitment to the local community and future ambitions. We were thrilled to partner with Redical and the Centre Team at The Liberty on a transformative journey for the shopping centre.

The first step in a major refresh of the centre, re-energised the brand and created a strategy that would reconnect with visitors, tenants and residents.

Branding and Strategy

We carried out a full brand audit and redefined a new brand strategy, including updating values, mission, personality, and tone of voice.

Central to the new strategy was the introduction of the messaging line ‘Proud to be Romford’ — a bold and unifying statement displayed prominently throughout the centre, reinforcing local pride to the community and the visibly communicating the Centre’s long-term commitment to the area.

This informed a refreshed brand identity, colour palette, and a full set of brand guidelines.

Asset Enhancement

We transformed the physical environment through new entrance signs, car park signage, and updated interior decoration, creating a brighter, more cohesive welcome for visitors.

Results

Refreshed centre signage made the branded entrances consistent across the site, enhancing brand presence throughout the town and creating a stronger sense of place. The redefined strategy has solidified the centre’s role within the community, aligning the brand with local values and ambitions for the future.

Better signage and the visual transformations of entrances has directly contributed to increased footfall and dwell time, helping the centre compete more effectively against nearby retail alternatives.

The improvements to the Centre have resonated with both tenants and stakeholders, elevating the Centre’s identity, improving customer perception and attracting new tenants – enhancing the retail offer within the town.

Retail Design Consultancy

Following our work to reposition the brand and vision for the centre, we then created a Retail Design Vision.

Providing a Retail Design Consultancy service for the centre, we review tenant design submissions on a case‑by‑case basis and align them with the established vision and guidelines to ensure the required standards are achieved.

We established a new process for Retail Design Consultancy to ensure the centre team were supported and best in class design standards are consistently met.

Working closely with every tenant to inspire and guide them in creating design solutions that reflect their brand, maximising brand presence, while adhering to the clear standards set out by Redical.

Tenant Design Guides

We created a set of Retail Design Guidelines intended to inspire and support tenants in delivering the strongest possible expression of their brand through store design, while also providing reassurance to the Centre Team that clear principles and key requirements are consistently met.