Injecting energy and modernity into an industry establishment
Repositioning a well-known brand to meet the needs of a rapidly changing retail property industry. A total brand transformation that signals a total business reboot to Revo’s membership, employees and the broader industry.
BCSC (British Council of Shopping Centres) has long been the established membership organisation representing, supporting and championing the shopping centre industry. However the world of retail property has changed and expanded rapidly. It’s no longer only about shopping centres, but about leisure and lifestyle destinations.
BCSC needed to re-engage members – signaling that they too were changing and entrenching the organisation as the go-to authority for the industry. Plum Brands worked closely with the core team and BSCS’s non-exec Board throughout the entire process, from strategy to launch. This was all about bringing a new modernity to the brand – revealing it as a true force for progress that would drive forward and energise the industry.
The bold decision was taken to re-name the organisation, recognising that although well-known as a brand, the name BCSC was no longer either accurate or relevant to where they were going. The new name ‘Revo’ subtly refers to the evolution of retail property, while the strapline ‘Retail. Property. Community’ reinforces its inclusive approach and diverse membership. A bold and energetic logo is supported by a new visual identity system that encompases all marketing and communication channels, including print, website, digital, exhibit stands and more. Our work also included the brand’s launch communications and materials – including everything from advertising to brand books.
Revo has gone from strength to strength since launching the new brand, growing both the business and its influence in the industry.
BCSC (British Council of Shopping Centres) has long been the established membership organisation representing, supporting and championing the shopping centre industry. However the world of retail property has changed and expanded rapidly. It’s no longer only about shopping centres, but about leisure and lifestyle destinations.
BCSC needed to re-engage members – signaling that they too were changing and entrenching the organisation as the go-to authority for the industry. Plum Brands worked closely with the core team and BSCS’s non-exec Board throughout the entire process, from strategy to launch. This was all about bringing a new modernity to the brand – revealing it as a true force for progress that would drive forward and energise the industry.
The bold decision was taken to re-name the organisation, recognising that although well-known as a brand, the name BCSC was no longer either accurate or relevant to where they were going. The new name ‘Revo’ subtly refers to the evolution of retail property, while the strapline ‘Retail. Property. Community’ reinforces its inclusive approach and diverse membership. A bold and energetic logo is supported by a new visual identity system that encompases all marketing and communication channels, including print, website, digital, exhibit stands and more. Our work also included the brand’s launch communications and materials – including everything from advertising to brand books.
Revo has gone from strength to strength since launching the new brand, growing both the business and its influence in the industry.
“Lori, and the wider Plum Brands creative team, did an incredible job of shepherding us through a challenging and radical rebrand. Their ideas, and fair but firm (and fun!) approach produced a great outcome, and we are now reaping the rewards of this both internally and externally. Our engagement levels are up, our brand receives positive qualitative feedback in line with our values, and we are growing customers and revenues.”
Edward Cooke, Chief Executive