In2 creates designer outlet brand

Maidenhead group In2 has designed the identity and marketing materials for Shannons Mill, a designer outlet planned for the West Midlands, in a project worth a six-figure fee to the consultancy.

The work will include corporate communication materials, signage and support materials for the marketing suite and consumer marketing materials in addition to the visual identity. The results will be launched from this week and will roll out over the next 12 months, says In2 managing director Richard Beasley.

The 2.3ha Bicester village style development, a joint venture between Norton & Proffitt and Birmingham-based developer St Modwens, is being launched in response to a perceived gap in the market adds Beasley.

‘Lots of these developments have popped up in the past few years, but there is a whole community in the West Midlands that is not serviced,’ he says. ‘This is St Modwen’s first move into this sector of the market and [the company] wanted to find a significant site in the right location.’

The consultancy has developed the strapline The UK’s Last Great Outlet Opportunity to highlight the opportunity of the location and lack of local competition, says In2 head of creative Linda Mathews.

Mathews says the logo incorporates graphics representing stitching, to depict the site’s heritage as a leather factory.

‘We wanted something clean and simple and something that communicates the heritage of the place yet also portrays the idea of designer labels. We’ve used black and white to give added sophistication,’ she says.

Projecting sophistication is important as the development targets high-end designer brands, she says, adding that orange is used as a fifth colour to add impact and highlight key selling points.

In2 was appointed in March, following a four-way creative pitch.