17 & Central

Client:  Capital and Regional
Location:  Walthamstow, UK
Design Team: f.r.a. Creative
Status: Completed



When C&R decided to take the bold move to rebrand their ‘The Mall’ portfolio, our team was happy to accept the challenge to create a new brand for their much loved site in Walthamstow. The area has benefited from a wave of redevelopment in recent years, blending a new demographic into the centre’s already loyal catchment. We needed to create something that was open, progressive and spoke to the positive changes in the neighbourhood.






Our team created a new name and graphic identity for the centre that celebrated its beloved E17 postcode and position in the community. The centre itself will under go massive redevelopment so our graphic system included patterns and graphics that could be used on hundreds of metres of hoarding in a cost effective and flexible manner with a result that focused the people in Walthamstow on the positive changes to come.


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