What happens when one of the longest established, private, family run property companies joins with a renowned placemaking agency? Answer: an innovative wayfinding strategy at the heart of Shrewsbury’s prestigious new business park, Stadium Point.
So how did the magic come together?
Katie Morris, Marketing Director and Claire Brown, Group Communications Manager, at Morris & Company met with Creative Director Wesley Meyer and Projects Director Jamie Trippier from f.r.a. to share their wares and marvel at being in the same geographical space without knowing each other. After some introductory presentations of company values it was evident that, as likeminded individuals, there was parity between the two businesses – and partnership working felt a natural next step.
Morris has been building and investing in property within Shropshire for over 150 years, based from its Welsh Bridge HQ in Shrewsbury and had a landmark new site to develop from scratch as a premium business location on the north side of the town. Meanwhile around the corner in Frankwell, incidentally where the Morris business first began in 1869, the dynamic branding agency f.r.a. were located with teams working on exciting placemaking projects in London, Manchester, Bristol and right here in the county town.
The F.r.a team focus on human experience in the built environment, creating wayfinding, placemaking and branding to solve practical problems through emotion and narrative. The Morris team lay down the challenge to develop with them a wayfinding strategy to futureproof their ambitious 28 acre development site which could evolve over the next few years.
How did the project roll out?
Working closely together through the project discovery period, a clear strategy was developed addressing the project goals, informing design through high level location and information planning.
The technical and physical specification was a fascinating process to go through including how signage and information was presented and positioned to not only satisfy the variety of audiences who would enter the park, but to optimise the experience of wayfinding for each, whilst working as a whole.
Then followed design development where concept designs were then presented, refined and agreed, followed by procurement, fabrication and finally installation. The eye-catching entrance ident dramatically positioned at the site entrance confidently reflects the quality of the business park inside and the directory and directional signage create a clear, navigable experience once on site.
As the first phase of the building programme comes to fruition, 8 out of the 12 units built are either sold, leased or under offer. The roll out of the strategy will continue in pace with development at the site, safe in the knowledge that the groundworks and infrastructure has been carefully considered to ensure the above ground wayfinding experience is easy to install and high impact.
Proof is in the pudding
This was a new departure for the Morris brand, to engage with wayfinding specialists to work hand in hand with the in-house marketing team, who fiercely protect and manage the Morris brand. But Shrewsbury is a hot bed of talent and finding the right partner allowed the business to take the concept of wayfinding to the next level for the benefit of its own identity and its business customers alike.
Working together on the project has been exciting and it will be good to see the full scheme rolling out over the next year or two as the park evolves to take its place as the premier destination for business in the West Midlands. A showcase for both companies whose joint values of quality and professionalism worked in synergy with each other to produce a powerful end result.
