Last week saw a series of promising discussions between leading retail and restaurant brands and City Sentral – the new name for Stoke-on-Trent’s exciting new shopping and leisure destination.
The new centre is at the heart of the transformation of Stoke-on-Trent, which is reinventing itself as a dynamic, ambitious 21st century city – proud of its past, but embracing its new future with enthusiasm.
The City Sentral brand captures the essence of that transformation – bold, new, exhilarating.
When building this brand we needed to get beneath the surface of what Stoke-on-Trent city centre currently has to offer and make sure that the underlying promise of this new development was translated into compelling creative communications that would make a bold statement that significant changes are taking place.
The new brand name was created by underscore to position the development as the natural ‘city centre’, while also reminding a wider commercial and consumer audience that Stoke-on-Trent is a prominent and centrally located city worthy of their attention.
The brightly coloured ‘asterisk’ icon reflects the exciting, dynamic nature of the project, with each of the arrows representing a different aspect of the City Sentral offer and a “new direction” for shopping, for eating out, for weekends, for public spaces, for leisure and for transport.
At the same time, the arrows converge on a central point, reflecting a colourful and bold new direction and future for Stoke on Trent city centre.
Our branding was again on show supporting a series of very strong commercial messages up at BCSC (the UK’s leading retail convention) in Liverpool last week, and it was great to see the level of positive interest that the scheme is deservedly receiving from retailers and restaurants alike.