How do you give an outlet mall a makeover?

Re‑energising the outlet experience, to return retail to its vibrant, destination-driven self. Using bold brand promise and local storytelling to reawaken VIA Outlets and reshape outlet shopping into memorable, sustainable adventures.

VIA Outlets aimed to redefine outlet shopping amid shifting consumer preferences for sustainable, high-quality, and affordable fashion. With eleven centres across Europe, its brand lacked the clarity and cohesion needed to reflect its ambitious, experience-driven vision or balance its B2B and consumer-facing roles.
Created a unified brand around the promise ‘Going Places’, combining bold identity, tone, and flexible design to support both group consistency and local distinctiveness. A clear internal narrative and the ‘Beyond Sustainable’ platform tied together VIA Outlets’ sustainability efforts, making them visible, meaningful, and integral to the brand experience.
Supported and helped to develop a strong and succinct brand, that would work for the each individual location, whilst remaining consistent across the masterbrand.