The Royal Exchange Manchester was once the epicentre of the world’s cotton and textile trade.
An investment group purchased the buildings and arcades in 2013. Bert was commissioned to create a destination brand for business, retail, leisure, urban living and culture.
Our first move was to build a positioning for The Royal Exchange Manchester based upon its rich heritage.
We felt this legacy gave the building an enduring character that few buildings in Manchester could match. This positioning would help edify commercial, residential and retail offerings and further enhance its leisure credentials.
We then dropped ‘Manchester’ from the name, reversing back to its original and locally favoured moniker ‘The Royal Exchange’. This decision aimed to reinstate the building’s national significance and also gave us a neater base on which to build an identity.
To create the visual identity we examined the building’s unique structures as drawn by its numerous architects. These key physical features helped create the brand architecture, along with a palette formed from the building’s bygone currency; cottons, silks and gold.
Beyond 2016 the strategy will help reinstate The Royal Exchange as one of the most important and culturally significant destinations within the city, and a magnet for the curious and culturally engaged.