Defining a unique brand vision for Coal Drops Yard
Objective: Develop a bold brand vision for Coal Drops Yard, revitalizing a forgotten yet storied part of London.
Once a place known for little more than its namesake station, King’s Cross is now one of the largest redevelopments in London complete with its own postcode - N1C. As the strategic brand design consultancy behind London’s newest mixed-used retail development, we were responsible for transforming this place into a creative shopping destination. Re-awakening its lost heritage, with an ambitious brand positioning and soulful brand identity design.
A soulful placemaking brand identity design.
As part of the redevelopment strategy and urban planning vision, we defined twelve distinct neighbourhoods that would sit within this new postcode - creating conceptual brand identity systems, strategic brand positionings and interior design codes for each.
One of these was Coal Drops Yard - a new landmark retail destination set inside the original coal drops that fueled the UK’s industrial revolution. We created its original retail identity design alongside distinctive brand assets and tone of voice guidelines that lived up to the energy of this new neighbourhood. Our team defined a creative brand expression and distinctive narrative that set it apart from other parts of London and helped the developers bring to life the unique value proposition of this shopping destination, for local and global retail brands.
Bringing a visionary brand positioning to life.
The brand vision for Coal Drops Yard was to be no ordinary shopping destination. A place where art, commerce and culture come together. As well as developing the original placemaking brand identity design, we developed the customer experience strategy for the destination itself - defining what kind of retailers and hospitality brands belonged there.
In collaboration with our global retail design and interiors team, our brand design consultants created a tenant pack that was distributed to handpicked brands and retailers who were interested in the development. For brands that were approved, we created an inspiring retail design playbook that set out concept store guidelines to inspire new, localised and creative retail interior designs. This ensured that the integrity and vision of Coal Drops Yard shone through in each individual unit, whilst encouraging brands to create unique concept store designs that would make Coal Drops Yard a destination worth visiting.
“Our vision for Coal Drops Yard was one that breathed life into a forgotten part of London. Far from just another place to shop, this is a destination that embodies a feeling of serendipity. Where art, culture and commerce combine.”
Steven Ubsdell, Creative Director, Checkland Kindleysides
Turning placemaking brand identity into retail reality.
Putting our creative brand strategy into action, we then went on to work with some of London’s most forward thinking brands. We created a series of unique concept store designs and award winning retail stores for the likes of Joseph Cheaney, Face Gym and Jigsaw - all of which launched at the opening of this iconic retail destination. These stores set the tone for the retail identity design of this iconic shopping destination and went on to inspire other brands' retail concepts throughout the development.
Talk to us about placemaking branding design
If you are looking for a strategic brand design consultancy and retail interiors agency in London to lead your brand experience project, let’s talk. You can also check out some of our other brand identity designs and brand experience design projects on our work page, or take a look at our Wonder blog to spark your creative juices.
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