Kimmerfields Swindon
A bold identity for a changing town centre.
Brand Strategy + Brand Identity + Graphic Design + Marketing Comms
Jazzbones developed the brand identity for Kimmerfields, a mixed-use regeneration project in central Swindon. The work brought its commercial, residential and leisure ambitions into one recognisable identity, built around “Going out. Staying in. Doing business.”
Kimmerfields was conceived as a mixed-use development between Swindon railway station and the existing shopping centre. Its plans brought offices, homes, retail, leisure and public spaces together, creating a proposition with several audiences and several different reasons to engage.
The identity needed to hold those strands together while reflecting the contemporary architectural character of the development. We created a bold visual language that could communicate a sense of place and remain clear across large-scale applications.
“Going out. Staying in. Doing business.” expressed the three main parts of the proposition in a direct, memorable way. The logo and colour palette reinforced the same structure, using red for commercial activity, yellow for residential and blue for recreation.
Applied to development signage and site hoardings, the identity gave the project a visible presence in the town centre. Strong colour and graphic forms helped connect the regeneration plans with the streets around them.
The resulting brand brought a complex development proposition into a clear, unified expression, with a visual system that could support communication across its different uses.
