The Sidings Waterloo
– Naming
– Brand Strategy
– Brand Design
Background
Launching a new scheme in London’s busiest railway station.
London Continental Railways approached us to create a new brand for a shopping and entertainment scheme opening at Waterloo Station in London. The brand for the new scheme would need to cut through the noise of the UK’s busiest station and appeal to South Bank tourists and local residents alike.
Naming
Working closely with the team at LCR we developed the name ‘The Sidings’ – a subtle link to the railway station but highlighting its position away from the hectic station environment. We also developed the proposition of ‘Waterloo’s Social Side’ – which helped highlight the location as well as the scheme’s key focus, getting people together.
Brand Identity
Following the naming, the visual identity was designed to create standout from the station, using bright colours and a modern font to help to reduce the perception of the scheme as an extension of the station.
We rolled out the new brand by delivering:
- Website design
- Mall Enlivening
- Seating design
- Hoarding graphics
- Advertising
- Social channels
Momentum Continued
The scheme opened in late 2022 and we put all focus initially on hoardings, signage and mall enlivening to create a powerful visual impact on the local area.
Since then the focus has been on growing a social audience that increases the brand awareness of the centre and continues to drive increased footfall.
In less than 18 months the scheme has gained over 7,000 followers across social media, been seen by nearly one million people online and generated over 30,000 engagements.
Influencer Reach
Social Followes
Engagements across social
Social Impressions
“…their understanding of the retail sector is second to none. “…their understanding of the retail sector is second to none. “…their understanding of the retail sector is second to none.
“The team at Cunning Plan is an extension of our internal marketing team. I completely trust them to deliver great results, be creative and help support the business. We have worked closely together for many years on a variety of projects – their understanding of the retail sector is second to none.
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