Harlequins -
Summer 2006

Harlequins Shopping Centre is located in the centre of Exeter and contains over 90% independent retailers.

We recommended revamping and modernising the Harlequins identity, communicating the change as widely as possible. At every opportunity, we wanted to signal Harlequins’ location and its independent nature – therefore a map and/or contact details were included on
all advertising, a website was created with an interactive store directory and the

strapline ‘All Together Unique’ was developed.

Using the existing colour palette, the logo was simplified and the harlequin pattern introduced to create a strong, visual identifier. The pattern was carried through onto new internal signage and onto bag tags attached to carrier bags from each shop to get the brand ‘out and about’. Overall, a seamless brand story was delivered: from online to offline, from outdoor to indoor.

Brand identity - Strategic marketing - Graphic design - Interior signage - Web development - PR