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Areas of activity

Brand strategy | Customer experience map | Visual identity | Setting design | Signage and signposting systems | Customer service and attention

Challenge

After the purchase of the Nueva Condomina shopping centre, the British real estate investment company British Land determined the need to carry out a brand reorientation programme for the purpose of increasing the value of the shopping centre and consolidating its leadership position in an environment of commercial saturation.

Solutions contributed

Our first measure was to conduct an in-depth analysis of the situation that included the following studies: an internal analysis and an analysis of the competition; an audit of the facilities and the services offered; and an audit of the sales mix. Using the information gained through the analysis, we defined the brand strategy that would set the course for the shopping centre.

With the strategy defined, we developed a plan to improve the visitor experience that consisted of defining and designing the different service spaces for the different segments for the purpose of providing a differentiating visitor experience (rest areas, children’s play areas, a zone set aside for young people, an information point, etc.).

We then defined and designed a comprehensive signage programme in order to improve the visitor experience, in addition to transmitting a unique identity in line with the defined brand strategy.

Lastly, we trained the employees of the service companies to introduce them to the customer service culture, a key component to the development of our new brand strategy.