The Broadway, located in the heart of Bradford, West Yorkshire, opened its doors on 5th November 2015. The /u00a3260 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/u00a0ALLGOOD/u00a0to 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/u2019s, 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 /u2018way/u2019 of the /u2018Broadway/u2019 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 /u2013 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 /u2018The Way/u2019 from the wordmark, designers crafted a whole brand language that tells a story of the experiences as /u2018The Family Film Day Way/u2019.