Greenwich Market
Refreshing a 150-year old London market brand to position it as a destination of choice.
From an initial campaign in 2010 to relaunch the market as a destination of choice, we worked with the team over seven years to develop a clear brand proposition and lovable identity, with a distinct visual language rolled out across digital, print, advertising, signage, and events. Our work extended to supporting the lettings team in attracting suitable brands to build a community of valued commercial partners. Together we positioned Greenwich Market as one of London’s key retail destinations.
- Sectors and services
- Culture
- Brand presence
- Digital + Film
- Exhibition + Signage
Building market loyalty
When Greenwich Hospital Estate regained direct management of Greenwich Market, they identified that there was a need to promote it as a retail destination of choice and establish more clearly the unique arts and crafts offering to local, regional and international audiences.
We worked quickly to create a distinct campaign that would promote passion and loyalty for local – I Love Greenwich Market – and launch it in time for Valentine’s Day. The campaign ran for many years and gained positive feedback from consumers and tenants alike as the market gained a profile as a unique retail offer amongst London’s other marketplaces.
The rollout included advertising, event marketing, branded goods and signage.
Key to the campaign was a focus on the products and makers, highlighting the unique objects and talented craftspeople. Our studio's close location to the market meant we were able to spend a large amount of time on site, getting to know the traders and capturing the products, makers and experience of the market in photography. This formed the backbone of much of the marketing.
“We were pleased to have had our products included in the photographs, which makes us feel like participants rather than having the campaign imposed on us. The cheerful and light-hearted approach hit the right note for a shopping destination which is a fun experience.”
Maria Livings
Tenant
Lush Designs
Rebranding the market
Having completed a number of years working as a close partner to the management team, we were the agency they turned to when asking what next? Controversially, we said that whilst the campaign had been very successful at establishing a profile for the market, the brand identity itself was wrong. We felt the market needed a new identity to leverage its history and provide it with a brand for life, rather than a time-limited campaign. We were so pleased when the team agreed with us and we created a new brand identity, the mark you see today. The brand language continued to grow and develop through the implementation of projects. Markers and their products remained at the heart of market promotions.
“Following a rebranding process for Greenwich Market which highlighted its heritage, Fit Creative then worked with us to improve and develop our online presence. Our new responsive site, the first for a market in London, celebrates the shopping experience we have to offer as well as our long and rich history. The navigation makes moving around the site very easy and has been very well received by visitors and tenants alike. The site has a contemporary feel so important in the retail sector, whilst retaining a personality fitting to our much-cherished market. The process was well managed and the end product is a great success. The team at Fit are always on hand to help with our marketing needs.”
Gillie Bexson MRICS
Property Portfolio Manager
Greenwich Hospital
Website
We designed and built a new website featuring illustrations with the new crafts focused brand language. The new website focused on featuring the makers and guiding visitors to what's available at the market, giving them an online taster to the destination experience.
Signage and banners
Tourism is a large part of the business to the market. Clear signage and event promotion banners help direct visitors and create a memorable experience. We provided design and production of materials hand-in-hand with print and online promotions to create a holistic brand.
Advertising
Over our long relationship with the team we have produced many advertising campaigns, above and below the line, for billboard and small format print ads, focused on the brand proposition and keeping the offer fresh.
Commercial property marketing
Key to a successful retail destination is getting the right mix of retailers in. In order to aid the lettings agents in promoting the market to the right kinds of audience, the B2B campaign was developed, ‘The destination to be different’, was developed to be clearly linked to the B2C campaign. The campaign was rolled out in advertising, on empty unit vinyls and in a pocket brochure.
An 18-month refurbishment of the market, which has included a new glass roof and cobbled flooring, also created four new retailer units in Durnford Street. We created a sub-brand to promote this opportunity to new tenants and designed brochures and window vinyls.
“I was particularly impressed by Fit’s confidence to consider the brief, provide the appropriate strategy but also to present their alternative approach. We went with the alternative approach! It is a pleasure working with Fit.”
Keith Wilson
Agent
Wilson McHardy
