ICG helps communicate ‘Quay’ points

Delivering the UK’s first full price/outlet hybrid scheme, Hull’s Princes Quay is a unique £20million repositioning project, offering a wide range of shopping and food and beverage (F&B) facilities.

2016 saw the beginning of a large scale remodelling venture throughout the centre, which introduced an outlet shopping level and an enhanced F&B and leisure offering.

With an exciting proposition to make and 24 new units to rent, ICG were on hand to help the leasing team produce an impactful suite of marketing materials that sold the Princes Quay vision, and told the wider story of Hull’s regeneration.

ICG’s design team used a visual style that was in keeping with the corporate messaging. The letter ‘O’ within words was transformed into a graphical device that communicated the mixed offering of the new Princes Quay. These devices were then tailored depending on the focus or use – the ‘O’ was reconstructed to look like burgers, fries and a soft drink for a bespoke presentation to a potential fast food retailer.

The suite of marketing collateral comprised of a 28-page brochure with detailed floor plans, trade press adverts, presentations, e-marketing and online web banners, each sharing the same visual style created by ICG.