One Wembley Park Naming
LDO and the wider Wembley Park estate had identified the need for a members scheme, in which both residents and visitors could be rewarded for their repeated custom. We worked closely with them to create a name for the scheme that would have a relevance to Wembley, but also an appeal as a way of getting more rewards for individuals.
Through discussions with the internal brand teams, and further work going on back at Halo, we landed on a selection of names which had appeal. These names were tested with our target audience, and the feedback was used to inform our final decision. For us, the strongest candidate was always One Wembley Park, because there really is only one Wembley.