Reviving a commercial centre.
A once neglected and rather dated shopping centre, The Avenue is going through a process of change to offer something new and unique for the public of Bournemouth. The plan is to combine high street retailers with new, upcoming and independent sellers of a wide range of products, both as permanent stores but also pop-ups, stalls and markets.
The new logo is inspired by the way roads intersect one another in street maps, creating disjointed but still legible names. This approach combined really well with the fact that the front of the building is covered in biophilia - an avenue is a very green, tree lined street.
As there is such a diverse mix of tenants, the identity has to act an umbrella for everyone, whilst making the centre itself standout and become more distinctive.
Work carried out
Wayfinding + signage