Flint
Naming & Brand Design
Sparking change with a high-impact brand
McGinty’s Group needed a distinctive name and brand identity for their city-centre marketplace. We developed Flint, a powerful brand connected the city’s heritage with its future ambitions.
challenges
- Create a distinctive and memorable brand to catalyse a city-wide regeneration effort
- Balance modern appeal and excitement with historical significance
- Develope a cohesive visual identity across multiple touchpoints
- Strategically launch and tease the brand to generate excitement
Developing a brand with real impact
The Green is an iconic part of Aberdeen city centre, with a rich history that stretches back over 8,000 years. As part of Aberdeen City Council’s City Centre & Beach Masterplan, McGinty’s Group committed to regenerating the area: Setting out plans to build a destination venue with a vibrant indoor food hall and a large outdoor area for pop-up markets.
McGinty's asked us to develop the name and visual identity for this project. Keen to deliver a brand with real impact, we dove into an in-depth research project; picking through histories of the city centre, and workshopping ideas until we stumbled across a name that tethered the development to Aberdeen’s historic flint industry, and captured the essence of regeneration; signalling transformation in the heart of Aberdeen.
But naming a brand is only the beginning. Once we settled on Flint, we had to develop a strong visual identity that amplified the bold and contemporary elements of the name, spoke to the idea of sparking change and gave us the flexibility to maintain a cohesive identity across the project. We also developed a strategy for launching and extending the brand, so the client was well-equipped to build and maintain excitement across multiple channels.
A Strong Start For Flint
Reaction to Flint has been great, with local residents expressing strong positive sentiment and local newspapers providing favourable publicity that’s amplified the brand. We can’t wait to see the brand's identity thrive.
The name reflects the spirit of ingenuity and resilience that is a hallmark of the Granite City…. [and] the new branding connects the past and the future and hopefully will ignite the regeneration of this great city.
Martin Widerlechner
Marketing & Sales Manager, McGinty’s Group
Need brand development services?
Our team of brand strategists, digital experts and designers are standing by to support your project. Kick things into action by filling out the form and we'll be in touch to talk through your project.
Related Content
Wild Goose - Brand Design & Digital
ASPC - Campaign Brand
