Epsom Square needed a stronger presence to attract more visitors and retailers. With low visibility and a disconnected customer experience, the aim was to create a new brand identity and enhance the customer journey through cohesive design and wayfinding and exterior landscaping.

Roof top view of Epsom Square shopping centre courtyard Beyond London Epsom Square Shopping Centre Retail Design Asset Enhancement Brand Identity Signage & Wayfinding Customer Experience design

Branding & Strategy

Following an in-depth naming exercise, we developed a new name and brand identity to reposition the centre. Central to this was the use of the square-format brand logo, which provided a flexible visual device.

Epsom Square shopping centre brand guidelines cover Beyond London Eposom Square Shopping Centre Retail Design Asset Enhancement Brand Identity Signage & Wayfinding Customer Experience design
Epsom Square shopping centre brand guidelines Beyond London Eposom Square Shopping Centre Retail Design Asset Enhancement Brand Identity Signage & Wayfinding Customer Experience design

Asset Enhancement

This informed the creation of a clear signage and wayfinding system, supported by bespoke iconography placed throughout the centre to improve navigation and create a more consisten customer experience.

We also carried out improvements to the centre including exterior landscaping to create a more welcoming environment.

Epsom Square courtyard entrance with seating area Beyond London Eposom Square Shopping Centre Retail Design Asset Enhancement Brand Identity Signage & Wayfinding Customer Experience design
Epsom Square shopping centre signage saying 'Eating. Lifestyle. Culture' Beyond London Eposom Square Shopping Centre Retail Design Asset Enhancement Brand Identity Signage & Wayfinding Customer Experience design
Epsom Square shopping centre billboard advertisement Beyond London Eposom Square Shopping Centre Retail Design Asset Enhancement Brand Identity Signage & Wayfinding Customer Experience design

Impact

The revitalised centre now stands out as a prominent destination on Epsom High Street. The improvements have successfully attracted major new tenants, boosting rental income and strengthened the centre’s role within the local retail landscape, increasing both visibility and footfall.

Exterior of Epsom Square entrance with horse riding sculpture and signage Beyond London Eposom Square Shopping Centre Retail Design Asset Enhancement Brand Identity Signage & Wayfinding Customer Experience design
“The new ‘Epsom Square’ branding has really helped put the centre on the map. The hard and soft landscaping has drawn significantly more visitors to the centre whilst also helping our great range of restaurants and cafés to offer an improved experience.”
Mayad Rassam, Deputy Portfolio Manager

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