Tower Branded Experience Design

Pounding the Pavements of London with Attitude


Brand Positioning and Proposition
Brand Identity
Branded Experience and Interior Design
Web Design

The challenge

To reconnect the brand to its core young, urban customer base.

A multi-brand family footwear business stretching back four generations, trading both on and offline, Tower needed a new approach to their brand to expand and improve their customer experience.

The big idea

Create a striking and iconic brand that evokes the urban roots of this long standing retailer.

A New Era & Identity

The new identity highlighted TOWER’s connection to London’s urban life and youth culture with the use of a strong palette of blacks, greys and yellow. The rebranding signalled the start of a new era for the company as it was crowned Independent Footwear Retailer of the Year at the Drapers Footwear & Accessories Awards.

I-AM has successfully refined the essence of our brand, creating a bold identity referencing our heritage.

Gerry Demopoulos Director, TOWER London

Made in East London

We worked closely with the Tower team to understand the company’s heritage and to identify where they and their customers wanted the brand to evolve, both commercially and creatively, and both on the high street and online. Essentially, the heart and soul of TOWER still remain the same. It is a family business rooted in London street style. The new identity tells that story in a modern, urban and original way, connecting back to the target youth customer.

Standing Out in the Crowd

The retail store design concepts use of a strong palette of blacks, greys and yellows and textures of concrete and reinforced glass. They also incorporate a custom-made LED-animated screen, an interactive media wall, and a community wall. The result is a truly unique footwear offer to rival the high street giants.

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