Our Work

Vicar LaneBrand & Website

After successfully working with a number of shopping centers over the past few years developing brands, guidelines, websites, press ads, signage…the list goes on and on…Savills asked us to jump on board to help with Vicar Lane. 

The Brief 

Vicar Lane is an open-air shopping centre located at the heart of Chesterfield. It boasts a wide range of high-street retailers, with the added bonus of a multi-storey car park. The shopping centre is functional and appreciated by a diverse demographic – however, the centre was experiencing an issue faced by many organisations today in a loud and cluttered marketplace. The centers identity was starting to feel tired and look outdated. It was our prerogative to revitlise the centers appeal – taking a fresh approach to make this exciting space existing to others. 

The Stratergy

A complete overhaul was needed so the team started to play with a logo. Typography was central to our approach, but the challenge was to use it in a way that speaks to many people – we wanted to produce something new, modern and fresh yet with a nod to sophistication and tradition. Therefore, we chose to combine classicism with modern minimalism to develop a logo that manages to project an air of playful maturity.  

The Outcome 

Take a look! The final design was completed with an energetic, bold and friendly logotype to ensure ease of recognition without loss of impact. Our marque has proved easy to use – with rules kept to the absolute minimum – this has allowed tenants and partners to utilise it without difficulty, which has ultimately helped the centre get its word out and about. The logo itself has successfully worked across a wide range of media with the clean and contemporary aesthetic lending itself really well to online communications. Take a look at the Vicar Lane website.






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