Revitalising a historic site is always a fascinating challenge, and restoring The Rows elevated shopping arcade in Chester was no exception. Located in the heart of Chester, the 13th-century arcade had been neglected over time, resulting in its upper level being almost empty. My task was to restore and rebrand the arcade, which required me to conduct research and inspections to gain a deeper understanding of the building.
After conducting extensive research, I created mood boards to explore various design directions. This process led me to develop three initial themes, titled "Walkways," "Retail Tradition," and "Modern Heritage." Each theme was accompanied by mood boards, a story of its creation, links to The Rows, and sample signage.
Based on client feedback, I finalised a refined version of the "Modern Heritage" theme, which recognised the previous branding while adding a more sophisticated flair. The subtle lack of a join within the "R" emphasised the dual floors that are synonymous with The Rows.
To provide ease of use for future designers, I created a branding book that included colours, secondary fonts, and guidelines. Once the signage was designed, I created internal and external arcade hoarding to increase footfall. A large multi-piece hoarding was created to highlight Chester's history and key landmarks. To tie in with the iconic timber construction of the building, I created images using a wood-block print style.
