APS Group has completed the rebrand of Livingston Designer Outlet – Scotland’s largest outlet destination for retail, dining and leisure.
Launching in November, the rebrand comes on the back of a multi-million-pound makeover which will help cement its position as Scotland’s premier designer outlet. The investment will help meet the higher expectations of today’s consumers, attract new audiences and appeal to new high-end brands.
In contrast to the previous bold and colourful identity, the use of subtle metallic and muted colours helps create a sophisticated, premium and modern feel. APS Group has managed the rebranding process and a promotional campaign to highlight the relaunch, working alongside signage company Sign Options and digital wayfinding company Mall Vision to produce internal and external signage.
APS have been responsible for the creation of all of Livingston Designer Outlet’s ATL campaigns, comms and marketing for the past six years – previously receiving a Purple Apple marketing award for this work.
“Having worked with Livingston Designer Outlet for the past six years, it was a pleasure to be tasked with helping the Outlet move into this exciting new chapter,” said Michael Fraser, creative director at APS Group.
“There were so many different aspects of the project for us to get involved in and we feel we’ve delivered a rebrand that will move the brand forward and reflect the Outlet’s new premium look and feel.”
The relaunch campaign will present the Outlet as a new destination that will appeal to a diverse range of customers. With over 80 boutique shops, restaurants and cafes, as well as a VUE Cinema, new marketing material will also help promote the outlet’s offering and help visitors navigate and utilise the available facilities.
“The habits of consumers are changing, and so retailers must follow suit,” said Kylie Wilson, Marketing Manager at Livingston Designer Outlet.
“Shopping is now about much more than purchasing products and is instead an all-round leisure experience. With this in mind, we want visitors to feel like guests rather than shoppers providing them with a bespoke, concierge-style service and a memorable experience”
Beyond creating a modern and sophisticated rebrand, APS Group has also been involved with Project Aspire, an employee programme which communicates the new brand messaging helping to enhance the organisation’s culture. The programme provides face-to-face training, online workshops and employee wellbeing plans to support staff through the transition period and beyond.
APS Group created and produced an in-centre communications campaign aimed at the Outlet’s guests, highlighting the changes that were underway and what was to be expected once completed.