Whitefriars in Canterbury is a retail development of some 80 shops and restaurants that spans the City Centre. As an open scheme it has been difficult to create a real Sense of Place for the scheme with branding that differentiates the shops in Whitefriars from the rest of the City Centre. Tomlin Bean developed a new identity using an abstract 'W'. The new logo featured 7 different circles for each of the shopping zones with colours which reflected the mood and nature of the offer. For example, bright red for young fashion shops, cool purple for sophisticated female fashions and fresh green for restaurants and cafés.