The Dolphin

Client: LGIM Real Assets
Location: Poole, UK
Design Team: Tp Bennett
Size: 680,000 sq ft internal space plus open public realm spaces
Status: Ongoing

f.r.a. redesigned the brand for The Dolphin building on the attraction of its location, the individual character and heritage of Poole. It sits at the heart of the town and pivotal to regeneration.

To capture the spirit, character and personality we led Brand Discovery Workshops with key stakeholders. We looked at the nature of Poole to understand what makes this place different, the project aspirations and what customers want from the scheme. Our findings drove the direction for the branding creating a fresh identity that feels rooted in Poole.

We created Brand Guidelines to direct the creative work of marketing and PR teams, inform the wayfinding and guide the tone of voice, vision and ethos for all communications. This ensures the brand appeal will be consistent, true and enduring.


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