Merchant Square, Glasgow

Graven was commissioned by Merchant City Properties to review and develop the brand, website, internal spaces and signage for Merchant Square, Glasgow.

Merchant Square is an original Victorian indoor marketplace located in the heart of Glasgow’s historic Merchant City, and is home to independently-minded food and drink operators and unique events throughout the year.

Following a detailed review of the existing brand, interior and exterior, we compiled recommendations showing how the Merchant Square brand could be enhanced to consolidate its historic building as the attractive physical and spiritual landmark at the heart of Merchant City life, and a compelling and successful eating, drinking and events destination for local people and visitors.

We defined and enhanced the overall brand in two and three dimensions by writing an attractive and persuasive brand narrative; providing a brand model that underpins decision-making about what is and is not appropriate for Merchant Square; and created a new brand identity rooted in the Victorian era of the original marketplace for use in signage, marketing and communications.

We designed external, internal and information signage to support the Merchant Square brand and communicate key messages to local people and visitors; designed large-format wallpaper graphics for each of the four entrance vestibules to create unique, attractive and welcoming gateways to the Square; and, working closely with the client, we designed and strategically implemented improvements to the interior scheme that optimised operational objectives and reinforced the new brand.

To help reach existing and potential customers, visitors and partners, Graven also redesigned the Merchant Square website. The new website – built with a Content Management System, social media integration and e-newsletter subscription – reinforces Merchant Square’s brand positioning as the ‘heart of the Merchant City’ by celebrating it as a landmark destination for eating, drinking and events in Glasgow, and acting as a visitor hub for information on Merchant Square and Glasgow.