REBRANDING THE ROPEWALKS
A vibrant, creative, and sociable neighbourhood, The Ropewalks required a rebrand that reflected these values. To achieve this, time was spent getting to know the area through a combination of primary and secondary research, before exploring the ways in which the essence of the neighbourhood could be distilled into a brand identity that was appropriate and appealing to its target audience.
The result was a vibrant branding led by a playful tagline and simple illustrations, inspired by the variety of businesses that call the neighbourhood home.
The visual aspects of this branding were guided by a vigorously researched and carefully constructed strategy, the creation of which involved audience/stakeholder research, the definition of the neighbourhood's unique selling points (USPs), the definition of brand values, the creation of a brand tone of voice and the creation of a brand promise.
STAKEHOLDER MAP
PERSONA PROFILES
BRAND VALUES
BRAND PROMISE
The lead tagline ‘Get to know The Ropes’, is designed to encourage potential customers to spend time in the neighbourhood getting to know all the people, places and quirks that make it unique, it encourages the customer to form a personal relationship with the neighbourhood. This tagline will be adapted across advertising campaigns highlighting what The Ropewalks has to offer in terms of opportunities and experiences, for example, ‘Get to know if it really does sound better on vinyl’ as way of highlighting that the neighbourhood is home to several record shops.
The hand-drawn quality of the illustrations and customised title type acts as a nod to the artisanal quality of many of the businesses and products found within the neighbourhood.
