Cathedral Square

brand repositioning | identity refresh | website | marketing collateral

Cathedral Square provides stunning office spaces just outside of Guildford, across three buildings. As one of these was undergoing a refurbishment, we were appointed by Ediston and Europa Capital to re-evaluate the current brand, identify areas for development and provide compelling tools that would help the lettings agents fill the spaces.

SURVEY FEEDBACK

Essential research

Through site visits, conversations with the agents and onsite team, surveys with tenants and comprehensive sector research, we identified the key strengths of the site alongside some of the challenges we’d need to overcome. To develop an impactful brand, we would need to harness how Cathedral Square understands business needs in a human capacity, not just specifications.

RESEARCH SUMMARY, INSIGHT AND AUDIT

A living breathing workspace

We identified that Cathedral Square could stand apart from local competition by building on positive feedback from existing tenants establishing itself as a living breathing workspace. The existing lifestyle programme needed to be given more prominence and a way to sell itself beyond the overarching Cathedral Square brand. Cathedral Square is about time well spent. It’s a place you where you can thrive professionally and personally.

Giving the identity meaning

The existing logomark had the beginnings of a great design narrative to support the Square so we refined it, reflecting the relationship between the physical Square and its community. We build our narrative around what is important to the tenants on a day to day basis, with a more lifestyle-focused direction.

GIVING THE MARK MEANING

WEBSITE

  • WEBSITE

  • MOBILE WEBSITE

  • MOBILE WEBSITE

BROCHURE
BROCHURE
DIGITAL BROCHURE

Pulse

We named the current lifestyle programme ‘Pulse’ to give it some authority and to reflect its role in bringing together everyone in the Square across events, classes, clubs and networking opportunities. Alongside bringing in shadows from the overarching brand, which provide a calming link with a nod to taking time out, we used the dynamic heart pulse from the logo itself.


WEEK OVERIEW

INSTAGRAM STORIES

Brand roll–out

The new website complete with updated brochure and specification downloads went live in May 2020. The brand has been implemented across customer HTML emails, floorplans and onsite signage – all part of a wider marketing campaign that will align with the launch of their regenerated Building 3000 in Q2 2021. To ensure consistent brand application going forward we developed brand guidelines for the overarching Cathedral Square identity and Pulse.

View the full site at cathedralsquareguildford.com

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