Luton Point
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 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.
Naming
Brand strategy
Brand identity
Brand guidelines
Signage & wayfinding
What we delivered
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.
The new brand identity across the centre with all new entrance signage, mall wayfinding and carpark signage.
Why it was game changing
The new name and brand identity has allowed the new owners and centre team to build on their aims for the centre, appealing to new tenants and guests whilst providing them a strong platform to engage with existing customers. The new signage has transformed the existing entrances and provided a fresh and positive experience when visiting the centre.
