Based in Moygashel, Linen Green’s collection of designer shops had quite a loyal client base – typically ladies who shopped/lunched. But the owners wanted to extend that audience, both geographically and demographically, to attract a younger market without losing the older profile shopper.
We felt that Linen Green could connect better with its new audience ambition by projecting a revamped brand profile that would allow us to elevate the status of the location.
We began to speak – not of Linen Green Shopping Village – but of Northern Ireland’s Leading Designer Village.
Our visual approach to the brand was initiated by looking back into the area’s past and to the site's former industrial heritage. A new look was created and this was extended into all aspects of marketing across the usual retail calendar.
The work resulted in a newly elevated sense of pride and prestige for the brand and, through use of radio in particular, an opportunity to speak to the desired audience in a contemporary designer tone, always emphasising the unique range of wares available there.
Brochure & Posters
With the Linen Green being one of Northern Irelands leading designer shopping villages we wanted to give them a website that fitted their style and, in particular, their new branding. The main focus of the website was to be on the retailers and giving them each a page to showcase their business in a way that they didn't have before. There was also the inclusion of the What's On section, where management could post new events to the website and tag the related retailer.
The overall design for the site is now modern, clean and responsive and allows the Linen Green management to easily update and manage the content.