Case Study: Multrees Walk

The Challenge

Multrees Walk is a luxury retail destination, anchored by Scotland's only Harvey Nichols.

Their brand identity and marketing communications were not effectively engaging with consumers or conveying the unique retail offer and experience.

This was evidenced by a 70% occupancy rate and tenant feedback/figures.

Jump were asked to develop a communications strategy to address these issues, to include the overhaul of their brand identity and all marketing materials.

The Solution

Jump saw this exercise as an opportunity to not only engage with target audience consumers, but also to build relationships with tenants'. They have been consulted at every step of the process, and are actively encouraged to participate in on and offline activity.

We looked at redefining the identity as much more than simply generating a new logo for our client. We began by looking at the market and realised that the vast majority of marketing material in this sector looked very similar - primarily using shots of models either commissioned or from tenants photo libraries.

We wanted to create an identity by developing a unique photographic and overall visual style along with a new logo that would appeal to a target market passionate about fashion - people that love the luxury shopping experience.

We used our own product photography to create a series of visually impactful collages to run across all marketing materials. We teamed these with the line "Love" and a series of sub headlines that would change depending on season, editorial environment and the particular objective of the piece giving us a highly adaptable campaign.

Overall the look of the new identity is clean contemporary and completely fashion forward - exactly what our client wanted.

The Results

The new identity has met with universal approval from tenants, landlord and consumer alike.

Bucking trends across the UK, footfall and sales are both up, and just one unit remains empty.

For 2010/11 we hope to build on the success so far with a predominantly digital/mobile approach.