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Repositioning Bluewater as a curator of styles, tastes and experiences

 
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To get more people through its doors, Bluewater’s rich and varied offer needed to shine.

As part of a complete brand refresh we defined a clear role for Bluewater far beyond that of just a landlord. Now Bluewater curates surprising and exciting experiences for their guests to enjoy each time they visit.

The idea: Yours To Explore


Watch the case study video


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We redesigned and modernised the Bluewater logo, keeping the iconic Kent Horse.

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We created a fun, interactive staff handbook and training film to ensure the shift in brand and culture was adopted across the business.


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Staff uniforms were updated, alongside a marketing suite revamp and concierge redesign

 

Uniforms were designed by Field Grey in collaboration with 23red and Bluewater.

Photographer: Tom Ayerst

 
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Bursting with Brilliant

Fashion campaigns helped to drive sales through the seasons by highlighting bold, iconic must-haves

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Christmas campaigns also formed a key part of our work for Bluewater.

 

Serving up a brand new dining offer 

We created three distinct sub-brands for the dining areas to make sure that each was separately understood in the minds of guests and then drove sales through a comprehensive offer-led Dining Guide campaign.

 
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Results


Whilst the rest of the retail sector was flat or falling,
Bluewater bucked the trend with increased sales across dining, fashion and gift card. Visitor numbers grew, as did length of stay and positive brand perception.

 

Accolades

Our retail campaigns won both a BCSC Purple Apple for Strategic Integrated Marketing Campaign and an ICSC Solal European Marketing Award for Advertising.

The logo revamp was also a finalist at the Design Awards in the Identity Design category.