Case Study 8
Wembley City Redefined
A New Positioning For Wembley City
Brief: Place Branding
‘Wembley City’ (now Wembley Park) defines the 85 acres of land surrounding Wembley Stadium that is owned by Quintain Estates. New homes (1,300), shops (London Designer Outlet), offices and public spaces have and continue to be built across the estate as part of the owner’s long term vision to create a vibrant North London neighbourhood.
The assignment focused on the client’s desire to show that Wembley City/Park is changing along with the client’s vision to create a softer place. Our work built on what characterises many people’s perception of Wembley – ‘spirit of entertainment’ – and started to lay down visual, brand and communication signposts to emphasise the human scale of the place and Quintain’s long term ambitions for it.
-Stakeholder consultation and insight generation
Thought leadership around a new ownable concept called ‘destination living’
-Naming recommendations (i.e. change from Wembley City to Wembley Park)
-Trademark research and recommendations.
First phases complete and now moved to creative execution, asset creation and implementation by collaborating partners.
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