The Globe Retail Park
Overview
The Globe Retail Park, located just outside Naas in Co. Kildare, is a well-positioned retail destination serving both local communities and passing traffic. Named after the distinctive Globe time capsule sculpture situated nearby, the park brings together a range of retailers that cater to everyday needs, from home and lifestyle to convenience and essential shopping. The opportunity was to create a brand and digital presence that reflects not just the retail offering, but the role the park plays in people’s day-to-day lives.
The Brief
Retail parks operate in a highly competitive environment. They are often judged quickly, by convenience, accessibility and relevance. For The Globe Retail Park, the challenge was to move beyond being seen as just a collection of stores and instead position it as a destination that supports a wide range of everyday needs.
Key objectives included developing a distinctive and memorable brand identity, connecting the brand to a recognisable local landmark, creating a website that encourages footfall rather than online transactions, presenting the retail offering in a clear, accessible way and reinforcing the idea that the park caters to all aspects of daily life. The website needed to do more than inform, it needed to encourage people to visit.
The Process
We approached the project with a focus on place, recognition and lifestyle. The Globe sculpture provided a strong foundation for the identity as a visual and symbolic reference point that connects the retail park to its location. From this, we developed a brand that feels familiar, grounded and easy to recognise.
For the website, the goal was not to replicate a typical retail directory, but to create something more engaging and relatable. This meant shifting the focus from individual stores to how the retail park fits into everyday life, whether that’s shopping for the home, running errands or picking up essentials.
With the brand established, we moved on to the website. The structure was designed to be straightforward and easy to navigate, allowing users to quickly find key information such as store listings and categories, location and directions, opening hours and essential visitor information.
However, beyond functionality, we introduced a more lifestyle-led approach to content. Messaging and imagery were carefully considered to reflect how people actually use the retail park, not as a single-purpose destination, but as part of their routine. Text overlays and visual cues were used to communicate that all aspects of daily life are catered for in one place.
This helped shift the perception from “a place to shop” to a place that supports everyday living.
The Result
The final result is a cohesive brand and website that positions The Globe Retail Park as a convenient and relevant local destination. It provides a distinctive identity rooted in a recognisable landmark, a clear and accessible website structure, a stronger emphasis on lifestyle and everyday use, a digital presence aligned with the needs of visitors and platform that supports ongoing promotion and engagement.
Results & Impact
The project has helped redefine how The Globe Retail Park is presented to its audience.
- Stronger brand recognition, linked to a well-known local feature
- Improved clarity, making it easier for visitors to find key information
- More engaging presentation, highlighting the full range of offerings
- Increased relevance, positioning the park as part of everyday routines
- A platform designed to drive footfall, rather than just provide information
By focusing on how people actually use the space, the website supports a more natural and effective connection with its audience.
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