Newburgh Quarter Destination Brand Identity & Retail Strategy
I-AM were given an open brief by Shaftesbury to build awareness and footfall to Newburgh Street, a unique area of boutiques in the heart of London’s West End, and its surrounding cobbled streets.
The Newburgh Quarter Retail Community
The team conducted several strategic workshops to identify the area’s true target market, which led to the creation of a new, ‘Newburgh Quarter’ brand to represent a unique and identifiable retail community of emerging fashion & lifestyle brands in Central London. Following name generation, we proceeded to develop a full brand identity, marketing collateral and a strategy for selecting prospective tenants for the area. Alongside these local efforts, the team devised a marketing strategy to build international awareness, specifically targeting New York.
We now continue to develop the brand identity, collateral, and give advice on the marketing strategy and retail/tenant mix for the area.