“Launching a destination brand of this scale and calibre is exactly the kind of creative challenge we relish.”
Cotswolds Designer Outlet opened its doors for the very first time in July 2025.
ICG has been embedded in the project as a strategic partner since retail operator, Multi-Realm was appointed over five years ago. We are proud to have been involved in bringing the project to life from conception through to launch and beyond.
From the first sketch…
Our journey with Cotswolds Designer Outlet began in an unexpected setting. It was, in fact, in our Creative Director’s kitchen during the height of the COVID‑19 lockdown that the brand logo was first sketched.
That first idea blossomed into a bold visual identity, incorporating the region’s up‑market heritage with contemporary flair.
Creating leasing materials
From the outset, we played a pivotal role in supporting early leasing activity – a vital phase that helped secure key retail brands and attract investors while the proposed site was still a field.
We developed a suite of leasing materials, including premium brochures, a dedicated website and marketing material for trade events. This work laid the foundation for leasing success, helping progress the project into its construction phase.
End‑to‑end brand creation
With construction underway, the focus shifted to launch planning and evolving the consumer brand narrative in anticipation of a summer 2025 opening.
With premium brands attracting the affluent customers of the Cotswolds region, ICG used the outlet’s target demographics to define the consumer-facing brand, striking a careful balance between youthful energy and the region’s aspirational, affluent character.
Incorporating the rich heritage of the area while ensuring the sophistication of the scheme was reflected, we developed the outlet’s tone of voice, colour palette, typography and logo, forming a cohesive, premium brand identity.
We designed everything from wayfinding signage and on‑site graphics to lanyards and guest jute shopping bags, ensuring the brand is communicated with clarity and consistency.
We managed and art directed a photo shoot within the local area, capturing a variety of scenarios ensuring a consistent, stylish aesthetic that resonates with the outlet’s target demographic.
Website and socials
Working to meet the requirements of the site owners, the Centre Management team and Multi-Realm, we built and launched a website for Cotswolds Designer Outlet, bringing the brand to life digitally, with consistent tone and visual identity woven throughout.
We continue to drive excitement around the centre through a strategic blend of targeted email marketing and paid and organic social media campaigns, building a strong online presence and building an engaged and loyal following.
If you’re looking to launch a destination brand, be it retail, leisure, workplace or beyond, our Marketing, Digital and Creative teams are ready to bring your ideas to life.
