The Broadway Rebrand

The Broadway, located in the heart of Bradford, West Yorkshire, opened its doors on 5th November 2015. The £260 million development was the newest and most anticipated shopping destination for a generation and has revitalized the city center with its 570,000 sq ft complex. The management team approached ALLGOOD to completely rebrand and reposition them from a shopping center into a complete leisure destination.

Their winning pitch was a whole story about thinking differently, and then their creative work began on the branding project. With the introduction of The Light Cinema, Pizza Express, Zizzi’s, and a whole host of other eateries, The Broadway needed an injection of life, color, and energy. Their pitch-winning creativity was bold, modern and introduced a rainbow of vibrancy to the brand. Twinned with a whole copy language built from the ‘way’ of the ‘Broadway’ word, we continue to produce campaign after campaign of seasonal activity for this incredible place.

The rebrand needed to encompass the various leisure activities at The Broadway – housing over 90 retail units, a food court, a slew of restaurants, and a state-of-the-art cinema. The destination was still relatively new to the city, and many people from the surrounding areas were unaware of the full-day retail experience on offer.

Their creativity had to punch hard, stand out and help drive footfall to the center. We built a theme around the simple statement of Shop, Watch, Eat. Twinning this with a whole copy style that utilized ‘The Way’ from the wordmark, designers crafted a whole brand language that tells a story of the experiences as ‘The Family Film Day Way’.


Credits: ALLGOOD

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