We designed a commercial landlord pack that succeeds at transmitting Aldrich Group’s constant passion for innovation and their experience in elevating the premium retail store concept to create unique brand experiences that deliver on ambitious strategic objectives.

Background

Spanning several decades in business, Aldrich Group owns and manages a group of companies that run a network of premium designer clothing retail stores, including multi-brand Robert Goddard locations and Superdry franchise stores.

Aldrich Group is passionate about continually pushing ahead and changing the way the retail industry operates, always looking to diversify their brand portfolio and elevating retail stores to the next level, pushing the boundaries of traditional retail environments by creating beautiful and unique in-store experiences that deliver on ambitious strategic objectives.

Challenge

Our brief was to create a commercial landlord pack design that would act as a pitch document or sales pack when approaching commercial retail unit landlords.

Specifically, this landlord pack was aimed at securing high profile retail units to host the Ted Baker brand, a major opportunity for the global fashion brand to increase its customer touchpoints across the UK through its partnership with Aldrich Group. Our design should transmit Aldrich Group’s proven experience in operating premium fashion retail stores and the company’s deep understanding of the Ted Baker brand and its target customers.

Solution

We opted for a minimal colour palette for the design of the commercial landlord pack, with a highly corporate navy blue chosen to introduce the Aldrich Group story, a neutral black for pages dedicated to background information on existing franchises, and classic yet contemporary green tones to present the Ted Baker retail spaces section of the proposal document.

Part of our brief was to find a bank of strong and suitable images that would help convey what the Ted Baker brand represents and the retail spaces our client would create for it, presenting a premium yet edgy, quirky and creative retail experience worthy of filling the premium retail premises Aldrich Group would be targeting.

Although our design mainly keeps images in the background to give priority to copy and the information it transmits, highly stylised photographs still remain an important point of focus that transmit the essence of the brand.

Whereas company background pages clearly follow a 3-column structure focused on information, the section dedicated to the Ted Baker retail spaces benefits from a more editorial angle, and an aspirational look and feel that immediately guarantees the prospective landlord’s interest.

“We at Aldrich Group recently had the pleasure of working with Lisa and her team at Parker Design to produce professional material for our growth strategy for 2022.

The end result is simply fantastic, and reflected a really collaborative and detailed approach. The team were incredibly quick to respond to amends, drive in review sessions when appropriate, and fully grasped the brief to funnel us down to a fantastic document.

Inevitably, with a document that had multiple stakeholders to review and comment, there were changes, but Lisa and the team took these in their stride and were fantastic to work with throughout the process. We will be sure to use the team again with any future requirements.” – Head of Special Projects, Aldrich Group

Despite the lack of white space, copy and images are allowed to breathe thanks to negative space created by the way content has been laid out on the page.

Staying within an editorial style, we introduced structure by creating headings, separate paragraphs, and emboldening copy. We also included a set of icons that make the document highly visual and add variety, and bulleted lists that help highlight key business statistics to support the proposal. Mainly used as a digital pitch document, we produced the design in a way that could also be easily adapted to a printed brochure format.