Towngate Property Rebrand

Towngate Plc, one of the North’s leading industrial property specialists, recently asked The Bigger Boat to rebrand its entire property portfolio. Towngate’s existing signage was tired, out of date and not as prominent as it could have been. Due to the nature of Towngate’s growth, a lot of the signage had been produced at different times, so there was a real lack of consistency between sites.  

There were two key parts to the brief, improving estate directional signage, and designing new temporary signage for properties that are available to let. Drawing attention to Towngate’s available properties was the most important objective, to help Towngate maximise tenancy rates and add value to their business.

We came up with a simple system that allowed us to create impact and variety with to let signage whilst being consistent and clear enough to create recognisable wayfinding signage. Towngate’s properties are in strategic locations, close to major motorways and infrastructure, so drawing attention to location was something we identified and fulfilled through site banners, billboards and temporary signage.

The property rebrand started in Autumn 2010 and will continue through 2011 as Towngate’s extensive property portfolio is systematically updated. Julia Ford, Marketing Manager at Towngate Pc said:

“Updating our property portfolio is a significant project for Towngate, any major update like this has to generate a return on investment. Creating consistency and drawing attention to our available properties in a crowded market place, is no easy task. The Bigger Boat have been excellent throughout this project, helping us to identify the problems, designing the solution and project managing the installation. The properties we’ve updated in Leeds have seen boosted viewings and as a result, successful lettings. Even our units that have been vacant for some time have seen a good response rate. A fantastic result for Towngate Plc”.