A PLACE THAT FEELS PROUDLY LOCAL
HOSPITALITY & LIFESTYLE
LOGO & VISUAL IDENTITY • BRAND GUARDIANSHIP
Parkgate Shopping Park in Rotherham was looking to refresh its identity as part of a wider asset update for Columbia Threadneedle Investments. The ambition was to reinvigorate the park, attract more visitors, and support the introduction of leading high street brands.
THE CHALLENGE
The existing brand lacked distinction and local relevance, and needed a more engaging visual and verbal expression that reflected both the park’s accessibility and its role as a community hub.
THE SOLUTION
We worked closely with key stakeholders to understand the park’s geography, audience, and aspirations. Our approach focused on creating a clear, contemporary visual identity that would connect with local shoppers and national retailers alike. Drawing inspiration from the park’s layout, we built a design system that balanced structure with warmth, combining modern design cues with a distinctive local personality.
At the heart of the new identity is a beautifully simple logo, with junction-inspired details embedded within the letterforms to echo the park’s physical layout and flow. The colour palette honours the green surroundings of Parkgate, uplifted by fresh, humanistic tones of yellow and lilac to bring optimism and energy to every touchpoint.
To extend the visual language, we developed a bespoke typographic pattern derived from key lettering in the logo. This modular system scales seamlessly across applications such as vinyls, signage, and digital communications.
The refresh also introduced a new tone of voice for Parkgate, celebrating its Rotherham roots through local dialect and warm, conversational language. The result is a place brand that feels proudly local, visually distinctive, and ready to grow with its community.
MORE
WORK
TERMOLI
FOR YOUR ETERNITY
