TURNING CONCRETE INTO JOY
| Title | TURNING CONCRETE INTO JOY |
| Brand | INTU PROPERTIES |
| Product/Service | SHOPPING CENTRES |
| Category |
A09. 360 BRAND & IDENTITY EXPERIENCE |
|
Entrant Company
|
LANDOR ASSOCIATES London, UNITED KINGDOM
|
|
Advertising Agency
|
LANDOR ASSOCIATES London, UNITED KINGDOM
|
Credits
| Peter Knapp |
Landor Associates |
Global Creative Director |
| Naomi Davie |
Landor Associates |
Senior Client Manager |
| Matt Comboy |
Landor Associates |
Design Director |
Brief Explanation
Retail has undergone a digital revolution. We walk our paths simultaneously on and offline. To continue to be the best in their field, CSC needed to react to the changing contexts, to meet and surpass the evolving expectations of customers. CSC needed to essentially transcend the category. Redefining the organisation through a new vision, purpose and values that focused purely on the customer experience became essential. We wanted to create a business that seamlessly integrates the digital and physical worlds, build a world class customer service team and inject moments of surprise and delight into every encounter.
The Brief
Our brief was to define the future of Capital Shopping Centres Group, this required a new brand strategy and a new identity (a new name was not mandatory at this stage).
How the final design was conceived
Through a series of workshops we identified who CSC would be moving forward. 'intu' was born and the bird icon was developed as a symbol of joy: positivity, adventure and freedom. 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. We developed a world class training programme for all staff to ensure the new strategy was embodied through every touch point.
Indication of how successful the outcome was in the market
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 intu.co.uk.