The Cornhill Quarter is a shopping destination in the heart of Lincoln. With a unique blend of independent shops, boutiques, galleries and more they needed a brand and digital presence to mirror that offering. The checkerboard design was designed to amplify that unique mix of warmth and bustling culture the destination brings to the city. Each square of the checkerboard layout was conceptualised to be unique on each page load so that smallest boutique and largest shopping institutions had the same share of the spotlight.