Client: Atria Watford
Job: Brand World
Branding Illustration Campaign
Background
Atria Watford is a sought-after retail destination in Hertfordshire, home to leading brands such as Apple, Zara, Next, Cineworld, Rock Up, and Hollywood Bowl. I was tasked to create a new brand system that would effectively convey the concept of "everything under one roof." Their existing brand lacked the flexibility needed to communicate the diverse range of experiences across shopping, dining, and leisure, and they wanted a cohesive identity that could unite these elements seamlessly.
The Solution
I developed a flexible brand system centred around a mix of illustration and photography. This adaptable approach allows for variety across different touchpoints, ensuring the brand feels fresh and relevant in any context. Core elements like a structured grid system, carefully chosen typefaces, and a consistent illustration style provide a foundation of consistency, while offering enough flexibility to evolve as needed.
The colour palette and illustrations were designed to be versatile, evoking different moods depending on the desired tone. Whether creating a playful, energetic feel or a more sophisticated, fashion-forward vibe, the system can easily shift to suit diverse communications across shopping, dining, and leisure experiences. This dynamic yet cohesive approach helps the brand feel unified and engaging, no matter the context.
Atria Watford is a sought-after retail destination in Hertfordshire, home to leading brands such as Apple, Zara, Next, Cineworld, Rock Up, and Hollywood Bowl. I was tasked to create a new brand system that would effectively convey the concept of "everything under one roof." Their existing brand lacked the flexibility needed to communicate the diverse range of experiences across shopping, dining, and leisure, and they wanted a cohesive identity that could unite these elements seamlessly.
The Solution
I developed a flexible brand system centred around a mix of illustration and photography. This adaptable approach allows for variety across different touchpoints, ensuring the brand feels fresh and relevant in any context. Core elements like a structured grid system, carefully chosen typefaces, and a consistent illustration style provide a foundation of consistency, while offering enough flexibility to evolve as needed.
The colour palette and illustrations were designed to be versatile, evoking different moods depending on the desired tone. Whether creating a playful, energetic feel or a more sophisticated, fashion-forward vibe, the system can easily shift to suit diverse communications across shopping, dining, and leisure experiences. This dynamic yet cohesive approach helps the brand feel unified and engaging, no matter the context.
