ABOUT

Our brief was to transform the culture of Capital Shopping Centres Group through a new brand identity, purpose and values. Our audiences ranged from families to friends, but particularly mothers who were free during school hours.

We wanted to redefine the organization through a new set purposes and values that focused purely on the customer experience. As retail is very much at the centre of the digital revolution, another challenge was to create a seamless transition between the physical and digital shopping experience. We aimed to create an online business, build a world class customer service team and inject moments of surprise and delight into every encounter.

The bird icon was developed as a symbol of joy: positive, uplifting and free. We developed a graphic world and tone of voice to embody this proposition of joy. We used playful interactions that interweaved throughout the centres to create moments of surprise and delight.

The response was overwhelmingly positive. Average annual footfall across all centres outperformed the benchmark, mean customer satisfaction score is 4.4 out of 5, and the revaluation surplus of properties increased by £85 million, indicating the value of shopping spaces are now much more desirable. Oh, and since its conception there have been over 9 million unique visits to the website.