Below you will find short descriptions of a range of Projects that we have undertaken over the last four years which illustrate the range and type of place and destination strategy work that we undertake.

If you would like any information on any of these projects then please contact us at

Wild Atlantic Way

In 2012/13, for Colliers International in Ireland, Malcolm lead a team to create a brand proposition and brand identity for a proposed coastal driving route on the Atlantic coast of Ireland, from Donegal in the north west to west Cork in the south. The team consisted of Colliers International Ireland, landscape architects and planning consultants Brady Shipman Martin, designers Red and Grey and market researchers Arkenford. The resulting brand proposition has been accepted by Failte Ireland and is now being implemented along the 2,500 km route, the longest defined coastal drive in the world, aimed at a new category of tourists which we have termed “experience seeking drive travellers”.

Further information on the offer of the Wild Atlantic Way can be found at and a video on its offer can be seen on YouTube.

London Bridge

In 2013 Placematters was appointed by Team London Bridge, the Business Improvement District, to prepare a destination brand strategy for the area and a brand identity to promote the offer and experience of the brand proposition. Also on the team were Zulver & Co, graphic artists and brand designers, and Ideado consulting, who led on consultation on the development of ideas for the brand strategy. The project was guided by a small steering group of key stakeholders from the area. A detailed brand proposition was approved in December 2013 and it is expected that it will be launched in the spring of 2014.

Cork Region

In May 2013 Malcolm was a member of a team led by Colliers Ireland, also including Fuzion PR and Design, which was charged with developing a brand and marketing strategy for the Cork region of south west Ireland. A comprehensive brand proposition designed to retain and attract investment, business and talented people has been agreed and will shortly be tested in a number of countries. This project commenced with an audit of the current messages that authorities and operators in the region are currently promoting about its offer and services, followed by an extensive audit of that offer and experience, resulting in the development of a brand proposition. This will be refined following the results of market testing and then the key local stakeholders in the brand will be briefed on it to ensure that they all then sing from the same hymn sheet in future marketing and brand development.

If you have ever visited or worked in the Cork region please let us have your views on its offer and your experience. Click on

City of Mississauga

In May 2013 Placematters joined with Canadian brand consulting company Trajectory and the Strategic Counsel to prepare brand strategies for the City of Mississauga (Ontario) and its downtown area. This involved a comprehensive programme of consultation with the key city stakeholders, staff from across the city council’s departments and city councillors. The resulting brand strategies are due to be unveiled by the city council in May.

Malaysia and Singapore Eco-tourism Strategy

In 2010 Malcolm was part of a multi-disciplinary team led by Grant Associates (landscape architects) that prepared detailed development proposals for four RAMSAR designated eco-tourism sites in Johor State in Southern Malaysia and Singapore. Malcolm was responsible for a market assessment of their offer and experience and the brand strategy for their development.

Cork Docklands

In 2012/13 Malcolm was a member of the Colliers International (Ireland) team that prepared a development and brand strategy for the docklands area of the City of Cork, leading on the development of the destination brand strategy. The team’s recommendations are currently being considered by Cork City Council and its key stakeholders.

Twickenham Town Centre

In 2011Malcolm Allan led a team that worked with masterplanners Broadwaymalyan to create a destination development and place brand strategy for Twickenham Town centre in the London Borough of Richmond upon Thames in west London. This work contributed to a review of the Local Development Framework, was the subject of a major consultation programme and included the design of alternative scenarios for the future offer of the centre. To do this we used our “Really Useful High Street” tool.

Petronas Towers, Kuala Lumpur

In 2010/11 Malcolm Allan, with Phil Harcourt, led a team responsible for developing a visitor attraction for the Petronas Twin Towers and the preparation of proposals to integrate it with  current and proposed attractions in the adjacent area of the Petronas development.


In 2009/10 Malcolm was part of a team that advised Harlequin, a new resort hotels group, on the development of its brand strategy and offer, commencing with proposals for the creation of a number of their hotels in the West Indies.

Wembley Brand Strategy

In 2010 Malcolm led a team that created a destination brand strategy for Wembley Town Centre for the London Borough of Brent. The purpose of the strategy was to develop the offer and the experience of Wembley High road and make it more attractive to both local residents and the audiences attending events at the Wembley Stadium complex. For this study we developed our concept of “The Really useful High Street”.

East London Green Enterprise District

In 2009/10 Malcolm was part of a multi-disciplinary team led by East Architects commissioned by the London development Agency to prepare a development strategy for part of East London that had been designated as a growth zone for green enterprises – ones making or using sustainable technologies and processes. He was responsible for the vision for the future development of the area as a destination for green enterprises and for the specification of its offer.