I-am Beyond

Brief

“How do we make Newburgh Street a go-to destination shopping area…?”
‘i-am’ Beyond were given an open brief by Shaftesbury Plc to build awareness and footfall to Newburgh Street and its surrounding cobbled streets – a unique area of boutiques in the heart of London’s West End.

Solution

The team conducted several strategic workshops to identify the area’s true target market, which led to the creation of a new brand ‘Newburgh Quarter’ – a unique and identifiable retail community of emerging fashion & lifestyle brands in Central London.
Following the name generation, ‘i-am’ proceeded to create anew brand identity, marketing collateral and a new strategy for selecting prospective tenants to the area.
Alongside the local efforts, the team created a marketing strategy to build international awareness, specifically targeting New York…
(See the Wish You Were Here case study for further info.)

Results

‘i-am’ Beyond continue to develop the brand identity, collateral, and advice on the marketing strategy and retail/tenant mix for the area.
Following the success of this project, ‘i-am’ Beyond are currently also re-branding the Carnaby Street area.