Multrees Walk
During my time as an Account Manager at Designhouse, we were commissioned by LaSalle Investment Management to develop a new brand identity, along with print & digital marketing strategy & collateral, for a luxury retail location in Edinburgh.
Project Background
The neighbouring St. James Quarter, a large retail & hospitality centre, was undergoing a significant transformation, and the client wanted the Multrees Walk brand to represent a high-end, more exclusive, shopping experience.
The pedestrian walk housed a number of luxury brands, such as Louis Vuitton, Burberry, Harvey Nichols, Max Mara and BOSS.
I accompanied Designhouse’s Managing Director and Creative Director throughout the pitching process, including preparing proposals, budgets, the scope of work, and timelines.
Part of the team was based in Edinburgh, whilst the creative team was in London, and as project lead, I was responsible for ensuring seamless communication between both teams. The methodologies are described below.
Project Results
A unique brand identity, including brand guidelines
A full suite of marketing collateral, including a website
A comprehensive marketing & communications plan
5 new luxury retailers onboarded since brand launch in 2019
Methodologies
One of the key aspects of a successful project is to start with a clear scope of work, approved & understood by all stakeholders, and a precise creative brief for the internal teams. These were my two priorities upon project kick-off. which took place in Edinburgh where the client was based.
In addition to a clear description of the items included in the proposal, I also included a timeline, which would include milestones for creative presentations, strategy meetings, when feedback was required, and when invoices would be sent out, so the client could forecast their cash flow accordingly.
The project kick-off took place in December 2018, with a launch date set in June 2019, giving us a short time frame to develop all the assets required. Prioritisation & effective resource allocation was essential and achieved through rigorous project management & creative input.
Edinburgh’s East End is undergoing a transformation, and we are well-placed to be a part of this success story. We’ve got plenty of demand from retailers who want to sit alongside established luxury brands and benefit from the potential for future growth in this vibrant district. The new identity, beautifully crafted by Designhouse, is part of our ongoing strategy to capitalise on this.
— Steve Spray, LaSalle Investment Management