Manchester's BGN agency oversees Leeds Victoria rebrand

Chris Newbould's picture
by Chris Newbould
BGN directors Paul Bailey (client services), David Newton (creative), and Antonio Giansante (MD)

Manchester-based design and digital agency BGN has created a new visual identity and brand rollout for Victoria Leeds, a premium shopping destination and leisure area in central Leeds, comprising the 2016 Victoria Gate development, and the Victoria Quarter, an upmarket complex of restored, historical shopping arcades which opened in 1990. The complex includes John Lewis & Partners, Harvey Nichols, a Super Casino and over 80 boutiques.

BGN won the project via a competitive pitch which was coordinated by The Go! Network. It also included the creation of a new dedicated website, as well as other branding collateral such as signage.

The core aims and objectives were to “create a visual identity and brand that positioned Victoria Leeds as an aspirational yet accessible place to shop, eat, drink, relax and socialise.” The new identity needed to bring together the two separate centres which have different architectural styles and position them as one cohesive venue.

For the visual identity, the BGN team turned to the disparate architectural styles for inspiration and used the similar patterns that were in the roof of the new Victoria Gate and the roof window beams of the heritage Victoria Quarter arcades. They applied those shapes to create a new semi-circle marque that features a stylised ‘V’. It is now being utilised across all marketing materials whilst a very simple and classic typography complements it.

The new website incorporates all key brand elements and showcases everything there is to do at Victoria Leeds, including a brand directory, bespoke photography and a news section which highlights all the latest events and product launches.

David Newton – creative director at BGN – said: “Over the past few years, Victoria Leeds has become an iconic and must-visit destination that’s more than just about shopping. The new brand and website draw on heritage elements but are also focused on Leeds’ reputation as a dynamic and forward-thinking city.”

Jo Coburn, senior general manager at Victoria Leeds, added: “BGN showed from the outset that they had the edge we were looking for in our creative agency partner following the sale of our centre earlier this year. The team has encapsulated what Victoria Leeds is all about and we are delighted with the result. The new brand and website have created a real standout personality for us. We are passionate about communicating why it’s such a fantastic place to visit and the new identity gives us the perfect foundation to build on the future of Victoria Leeds.”

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