Kings Walk

The challenge

The Walk in Reading was a cluttered and rather anonymous shopping centre with regal aspirations. First, though, it needed to be a more desirable place to shop and more appealing to prospective tenants.

The solution

Research indicated that shoppers still called the arcade Kings Walk, as it had previously been known. We reverted to this name in the rebrand and introduced some clear wayfinding to let its subjects know what retailers could be found inside. The King now walks with his head held high; he has charisma, a sense of humour and more charm than Charles and Camilla put together.

What we did

• Brand survey
• Naming
• Brand identity
• Logo design
• Signage design
• Architectural graphics

What they said

Cream Design were great to deal with. They quickly understood our aims and presented a number of possible options which were so good it made choosing very difficult!

Simon Blair, London & County



The Return of the King. To Reading

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Kings Walk logo Horizontal rule Kings Walk typography Horizontal rule Kings Walk window graphics Horizontal rule Kings Walk signage Horizontal rule