A new look on
![Waterside](https://brycemennell.com/wp-content/uploads/2024/07/BM_23_Portfolio_Waterside-02-scaled.jpg)
£1M+ REJUVENATION
PROJECT
Waterside Shopping Centre has recently undergone a huge £1m+ rejuvenation project, following acquisition from joint venture partners Wykeland and Lincolnshire Co-op.
Aimed at attracting new visitors to the centre and supporting the growth of Lincoln as a destination, our task was to provide Waterside with a revived identity.
WHAT WE DID
Branding Design
Brand Guidelines
Tone of Voice
Signage Redesign
![Waterside](https://brycemennell.com/wp-content/uploads/2024/07/BM_23_Portfolio_Waterside-03-scaled.jpg)
![Waterside](https://brycemennell.com/wp-content/uploads/2024/07/BM_23_Portfolio_Waterside-04.jpg)
![Waterside](https://brycemennell.com/wp-content/uploads/2024/07/BM_23_Portfolio_Waterside-05.jpg)
TAKE A WALK ON
THE STYLED SIDE
With a primary colour palette of ‘Railing’, ‘Brick’ and ‘Stone’, the new Waterside identity is sympathetic to the heritage of the surroundings, with an icon reflective of the riverside location and fluid evolution of the centre since Princess Diana, and our now King Charles, opened it to the public back in March 1992.
The Waterside tone of voice is relaxed, stylish and playful, using and highlighting the word ‘side’ where possible, to help reinforce the brand name.
![Waterside](https://brycemennell.com/wp-content/uploads/2024/07/BM_23_Portfolio_Waterside-06-scaled.jpg)
![Waterside](https://brycemennell.com/wp-content/uploads/2024/07/BM_23_Portfolio_Waterside-07-scaled.jpg)
![Waterside](https://brycemennell.com/wp-content/uploads/2024/07/BM_23_Portfolio_Waterside-08-scaled.jpg)