ICG delivers whole brand solution for new retail destination

By ICG

16 Jul 2025

ICG_Cotswolds_1200x630px.jpg.jpg

Preston based marketing agency, ICG was delighted to celebrate the official opening of Cotswolds Designer Outlet after leading its brand strategy and multi-channel rollout.

Hundreds of visitors queued in anticipation of the first glimpse of the iconic Gloucestershire outlet scheme which opened its doors on July 16, 2025.

ICG was appointed by Wilmslow-based retail operators, Multi-Realm, as the strategic marketing partner and has been embedded in the project from the beginning, more than five years ago.

From the outset, ICG played a pivotal role in supporting early leasing activity - a vital phase that helped secure key retail brands and attract investors while the proposed site was still a field. 

To bring the vision to life for potential tenants, ICG developed a suite of leasing materials, including premium brochures, a dedicated website and marketing material for trade events. This work laid the foundation for leasing success, helping progress the project into its construction phase. 

Over the past two years, the project progressed at pace and by late 2024 the focus shifted to launch planning and evolving the consumer brand narrative in anticipation of this summer's opening. 

With premium brands attracting the affluent customers of the Cotswolds region, ICG used the outlet's target demographics to define the consumer-facing brand, striking a careful balance between youthful energy and the region's aspirational, affluent character.

A heritage-inspired visual identity, reflecting the Cotswolds' distinctive architectural character and drawing on local historic references, was created. This was followed by a comprehensive brand book, defining the key touchpoints for all marketing, signage and digital communications.

This brand identity was brought to life through the consumer website resulting in more than 7,000 e-newsletter sign ups in the months leading up to the launch. 

When the scheme was still under construction and on-site photography was unavailable, ICG art-directed a lifestyle photo shoot featuring two local residents in the heart of Tewkesbury to help establish a strong sense of place and community connection.

Simon Couchman, managing director and creative director at ICG, said: "Launching a destination brand of this scale and calibre is exactly the kind of creative challenge we relish.

"From brand strategy and leasing collateral to on-site signage and digital platforms, we've worked hand-in-hand with Multi‑Realm and the on-site centre management team to ensure every touchpoint speaks of the premium retail experience Cotswolds Designer Outlet represents."

With the outlet now open to members of the public, ICG will continue to provide marketing support for creative, strategy, digital and social campaigns.

Cotswolds Designer Outlet is located just off Junction 9 of the M5. It features 50 newly built retail stores including Reiss, Hobbs, Jack & Jones, The North Face and The Body Shop and an extensive range of eateries including Five Guys, Wagamama, Zizzi, Pret A Manger, Caffé Nero and 200 Degrees.

Alongside internationally renowned retailers, there are also local businesses including KNEAD Bakery and The Patisserie Box, promoting locally made goods and tasty treats. 

True to its setting at the gateway to the Cotswolds, the scheme has been carefully designed and inspired by classic Cotswolds architecture and materials incorporating a wildflower meadow and other indigenous planting and landscaping to bed the development into its new home. 

Dog-friendly shopping and a specific focus on wellbeing are central to its operation, with plans for 'motorway-pause' walking routes, chill out seating areas and space set aside for children's play. 

Latest news

1

Airframe Designs appoints four new senior specialists to drive growth strategy ; Jerrod Hartley, Tom Baynes, Phillip le Mottee, Paul Burrow, Martin Stones and Chris Fleet

Airframe Designs appoints four new senior specialists to drive growth strategy

05 Aug 2025

2

Lancashire’s Fhunded VC programme celebrates over £21m of early-stage investments Rory Southworth and Troy Wood from Fhunded, Angelene Woodland from The British Business Bank

Lancashire’s Fhunded VC programme celebrates over £21m of early-stage investments

05 Aug 2025

3

Beever and Struthers and Menzies LLP merge to form a leading national force in accountancy and business advisory services Maria Hallows, executive partner Beever and Struthers, Simon Massey, managing partner Menzies LLP and Caroline Monk, executive partner Beever and Struthers

Beever and Struthers and Menzies LLP merge to form a leading national force in accountancy and business advisory services

04 Aug 2025

4

Edge Hill University tops the North West for employment after graduation once again Edge Hill University graduates

Edge Hill University tops the North West for employment after graduation once again

31 Jul 2025

5

New hire at Two Stories following raft of digital wins Anthony Rigby

New hire at Two Stories following raft of digital wins

31 Jul 2025

Background image for hub sign up block

LBV Hub

Leverage Lancashire Business View platforms

Post your news
Post your events
Post your offers
Build your network
Improve your SEO
Gain coverage in the magazine
Sign-up
Events
Lancashire Built Environment Conference 2025
BEC 315 X 315 Px
Networking
25 Sep 2025

Lancashire Built Environment Conference 2025

Blackpool Football Club, Blackpool, FY1 6HX

08:30 - 13:00

CMI Level 5 Management and Leadership Course
UCLanAerialCampus.jpg.jpg
LBV Hub Seminars
21 Feb 2025 - 21 Feb 2026

CMI Level 5 Management and Leadership Course

Preston Campus, Preston , PR1 2HE

09:00 - 17:00

CMI Level 5 Project Management Course
UCLanAerialCampus.jpg.jpg
LBV Hub Seminars
21 Feb 2025 - 21 Feb 2026

CMI Level 5 Project Management Course

Preston Campus, Preston, PR1 2HE

08:00 - 17:00

Advantage: AI – A Workshop for Business Leaders – August 14th
Navy--Event Tile.png.png
LBV Hub Seminars
14 Aug 2025 - 14 Aug 2025

Advantage: AI – A Workshop for Business Leaders – August 14th

Door4 Office, Burnley Wharf, Burnley, BB11 1JG

09:00 - 12:00

The Business Network Central & East Lancashire
LBV Header (24).png.png
LBV Hub Networking
21 Aug 2025 - 21 Aug 2025

The Business Network Central & East Lancashire

Mytton Fold, Langho, BB6 8AB

11:30 - 14:15

Morecambe Bay Walk
Walk.jpg.jpg
LBV Hub Awards
30 Aug 2025 - 30 Aug 2025

Morecambe Bay Walk

Arnside, CARNFORTH, LA5

09:30 - 14:00

Tri-Site Survey Equipment Showcase
Linkedin Cover.jpg.jpg
LBV Hub Seminars
03 Sep 2025 - 03 Sep 2025

Tri-Site Survey Equipment Showcase

Harewood House , Leeds, LS17 9LG

09:30 - 16:00

Longridge Soap Box Derby
Screenshot 2025-06-10 090035.png.png
LBV Hub Fundraisers
14 Sep 2025 - 14 Sep 2025

Longridge Soap Box Derby

Berry Lane, Longridge, PR3 3WH

10:00 - 16:30

Preston Tech Connection - The Ultimate Tech Quiz!
Preston Tech Connection Sept 25.png.png
LBV Hub Networking
16 Sep 2025 - 16 Sep 2025

Preston Tech Connection - The Ultimate Tech Quiz!

Society1, Coworking Space, Preston, PR1 3LT

18:00 - 19:00

Cumbria Business Expo 2025
https---cdn.evbuc.com-images-880461633-4862066883-1-original.20241022-110415.jpeg.jpg
LBV Hub Exhibitions
19 Sep 2025 - 19 Sep 2025

Cumbria Business Expo 2025

Carlisle Racecourse, Carlisle, CA2 4TS

09:00 - 15:00

Preston Freelancer Meet-Up: September
Sept Freelancer (1).png.png
LBV Hub Networking
23 Sep 2025 - 23 Sep 2025

Preston Freelancer Meet-Up: September

Society1, Coworking Space, Preston, PR1 3LT

10:00 - 11:30

Help to grow management course
Help to grow - barriers to growth.png.png
LBV Hub Seminars
26 Sep 2025 - 16 Dec 2025

Help to grow management course

Preston Campus , Preston , PR1 2HE

09:00 - 15:00

Advertise with us

Reaching 50,000 members, our print, digital and event platforms offer a fantastic way to raise your business profile and help you grow.

Find out more LBV 123 Online Graphic
Subscribe now

Weekly news bulletin