St James Quarter is Europe's largest shopping destination. With a wealth of history behind them they took on this new name when they were approaching their pre-launch phase. It was at this point a new brand was needed to be realised that showcased the scope of the destination, that stood for both the independent boutiques and world-class brands here. I was tasked with leading the design on this identity, which included brand guidelines, logos, hitting a wealth of touch-points both digital and print. The identity mixes colour sampled from the city with a rich typographic palette to mirror the sheer variety on offer at the Quarter.
Style tests visualising the flex of the typeface. A variety of different styles were used to express more personalised messaging on social channels and separate from the more utilitarian cuts used elsewhere.
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After Effects + Cinema 4D
To launch the destination I led the design and development team on the creative of the new, refreshed website. This was a complete overhaul from what they had previously. To coincide with this I assisted with the design and rollout of the digital campaign and OOH collateral that was being released alongside.
Lead designer on the app project designing the UI/UX system that would enable users to engage with the destination through each stage of their journey. The goal was to create the ultimate digital shopping companion.
At the core of this concept was the rewards scheme. Customers are encouraged to shop and track their purchases in the app and through digital screens in the destination itself to be included in prize draws throughout the year.
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