Developing a new brand identity for The Brewery, Romford

The Brewery, Romford

Creativity & Production

Overview

AL Marketing was appointed as the marketing agency for The Brewery Shopping Centre in Romford in August 2022. Since then, we have worked strategically, creatively and collaboratively with the on-site management team, key stakeholders and tenants to reposition the destination and support its next phase of growth.

Developing a new brand identity

Following the acquisition of The Brewery by Schroders, a clear ambition was set to invest in the asset and future-proof the centre for long-term success as a leading retail and leisure destination. As the centre looked ahead, there was a need to streamline and modernise the brand, create a clear and flexible identity capable of growing with the destination, and ensure the brand worked seamlessly across digital, social, signage and video. It was also essential that the marketing platform supported both retail and leisure tenants in a consistent and cohesive way.

AL Marketing took a strategic-first approach, focusing on developing a future-proof brand solution that balanced commercial clarity with creative flexibility. The work was underpinned by key principles of simplicity and consistency, strong visual recognition across both physical and digital touchpoints, and flexibility to support evolving content, campaigns and increasingly video-led marketing.

We developed a new brand identity for The Brewery that streamlined the historic branding into a single, cohesive system. This included logo refinement and brand development, the creation of a modern and flexible visual language, and clear brand guidelines to ensure consistency across all channels. The identity was designed to perform equally well across web, social media, signage and video, allowing for dynamic and adaptable use as the destination continues to evolve.

As part of the wider rebrand, AL Marketing also designed a refreshed wayfinding system, improving clarity and customer experience throughout the centre while reinforcing the new brand identity within the physical environment.

In addition, we designed and developed a new website for The Brewery, which launched in 2025. The website was built to clearly communicate the centre’s retail and leisure offer, support tenants through improved visibility, work seamlessly across desktop and mobile, and provide a flexible platform to support future content, campaigns and events.

The new brand identity has positioned The Brewery for its next phase of success, delivering a strong and modern foundation that aligns with Schroders’ long-term investment ambitions. The refreshed brand and digital presence now deliver a consistent and recognisable identity, support marketing across multiple formats and platforms, enhance the customer experience both online and on site, and provide a scalable framework for future growth.

By streamlining the brand and delivering a cohesive creative and digital solution, AL Marketing has helped The Brewery transition confidently into its next chapter as a contemporary retail and leisure destination in Romford.

Back to our work

Testimonials

"Fidum has the pleasure of working together with AL Marketing on destination and tenant marketing of the multi-faceted leisure, F&B and retail scheme, The Atrium Centre, Camberley. The AL Team is dedicated, reliable and its service quality is excellent. We have no hesitation in recommending them to clients."

Richard Hopkins, Senior Property Manager, Fidum Property Management

"The Harvey Centre has been working with AL Marketing for many years. They stand out from other agencies as they take time to understand the asset and how best to improve performance -dovetailing their recommendations into existing and future projects planned for the centre. They take on board our thoughts and always recommend well thought out strategies, that have both objectives and KPI’S. All at AL deliver a high standard of work, nothing is too much trouble, they go the extra mile and are value for money. "

Bryan Young, Centre Manager, The Harvey Centre

"Since AL Marketing took over our social media management in July, we’ve seen a clear and steady year-on-year increase in shopping centre footfall from August onwards. The positive trend in our annual footfall report highlights the real impact their work has had. Their contribution has been both measurable and impressive, and it’s been great to see such tangible results from their strategy and execution."

Eva Papaoikonomou, Operations Manager, Fidum Property Management

"AL Marketing demonstrate an excellent knowledge of the changing dynamic of the retail market place whilst effectively differentiating their strategy for each asset."

John Prestwich, Partner, Montagu Evans LLP

"I have always found AL Marketing forward thinking, proactive, always going that extra mile to exceed expectations on client service delivery."

Rachel Lydon, Marketing Manager, Savills

"I have worked with many agencies over the years in the shopping centre industry but what is clear to me is that AL Marketing really “get it”. They understand clearly who we should be marketing to and understand fully the current difficulties that shopping centres are dealing with. Their efficient, innovative, flexible approach is a breath of fresh air, and the company’s wealth of marketing expertise has introduced targeted experiential promotions to The Gracechurch Centre as a unique selling point for our customers – which encourages repeat visits."

Angela Henderson, Centre Manager, The Gracechurch Centre

"Beyond the Town Centre Awards, AL Marketing continues to be an invaluable partner as our ongoing marketing, and social media managers. Their consistent creativity, proactive planning, and comprehensive understanding of our audience have significantly elevated our online presence. They don’t just post - they engage, connect, and build meaningful relationships with our Town Centre community. Their attentive approach and responsiveness make them a trusted extension of our team."

Oliver Gillard, Deputy Programme Manager, Harlow Council

“Fantastic Marketing team who have transformed our social media, brand, advertising, PR, events and so much more! They understand our vision and the community we are working in, have fantastic account management and we have access to a great back-office team. I would highly recommend them and excited about our continued working relationship.”

Julie Frost, Romford BID Director

“We’ve had a great experience working with AL Marketing. The team are very dedicated and invested in our shopping centre & brand and play a vital part in supporting our business. The width of services they offer have been great meaning we have a one stop shop from social media to events, to re-branding, design, strategy and PR. Thank you to Sarah, Amie, Damian and Sophie who work closely with us and are an important part of our team.”

Stuart Wilson, Centre Manager at The Brewery

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