Victoria Centre
An award-winning rebrand for Nottingham's favourite retail destination at the heart of the city.
Client
Victoria centrerole
brand designerDATE
2025-2026
The CHALLENGE
Typically, the brand identity and its systems would be established before moving into signage, wayfinding and campaigns. Here, every touchpoint had to be developed and rolled out simultaneously, from the core identity through to strategy and physical and digital applications. The challenge was ensuring the brand remained consistent throughout, while respecting the centre’s heritage, its relationship with the local community and the character it had built over time.
the approach
The approach brought strategy, brand identity and implementation together as one connected process. Alongside repositioning the centre and developing its new identity, we designed a new customer-focused website, introduced Wi-Fi initiatives to support engagement and data capture, and translated the brand into the physical environment through refreshed signage and wayfinding.
With each element being developed in parallel, the identity could evolve across digital, physical and campaign touchpoints as one cohesive system, ensuring the centre felt consistent and recognisable while retaining its individual character and connection to the local community.
wayfinding & signage
The wayfinding and signage system was designed to fit around the centre's architecture and existing style whilst feeling modern, clean and functional. Victoria Centre has a large hallways with many pillars and few overhead signs, so the totems and signage were designed to blend in with the natural wood accents whilst remaining functional for visitors old and new.
The functionality of the car park signage had also been updated to be more user friendly, as there are both multi-storey and underground parking with separate areas for electric charging, family and disability bays and multiple one-way and exits across the car parks.
