The Trafford Centre is a large shopping and dining complex located just outside the city of Manchester. Opened in 1998, the centre has become recognised for its unique architecture, huge array of both high-street and high-end retailers and diverse range of food and drink outlets. An upcoming Metrolink tram station and current expansion makes it a prosperous time for the centre.
I think a location so unique deserves its own identity and shouldn’t be presented as just another part of the Intu property portfolio, sharing a brand with other shopping centres.
I have designed a fictitious identity that harks back to the original designed by Richard Pearson. With a more refined looked and refreshed typography, the identity fits into today’s contemporary retail landscape while standing outside any particular design trends. The identity covers a logo, wayfinding, advertising and online. The identity sits well within existing infrastructure meaning little alteration is needed.