St. James, Dover

Client:  Legal & General
Location:  Dover, UK
Design Team:  
Size:  156,915 sq ft
Status:  Completed

St James is a key development in the regeneration of Dover. This retail and leisure development brings big-box retail, F&B, fitness and hospitality right into the heart of the town. We worked with a unique set of stakeholders to balance the needs of the centre developers with the requirements of the local council and ensure the brand and wayfinding was a win for all parties.

f.r.a. conducted a series of workshops, with the client development team to establish the essence and personality of the St James brand. It was important to understand Dover’s historic and coastal roots, weaving this into the brand strategy and design to build a sense of place. Brand collateral included Brand Guidelines, logo design, colour palette, typography and iconography design for use on signage, print and digital applications. The website, created by the client’s marketing agency Bewonder, follows our design direction in capturing the character of the St. James brand.