Indooroopilly
Shopping Centre

AGENCY WORK

Art Direction
Concept Development
Create Style Guide
Direct Photoshoots
Ongoing Campaign Designs
Final Artwork (Print & Digital)
Build Brand Assets for client use

 

We were asked to create an Interim Brand Refresh for Indooroopilly Shopping Centre while they underwent a two year renovation. They would be keeping their logo yet wanted to refresh their visual style to keep customers engaged during this time. Their request was to appear more modern, polished and luxurious, which was especially important while in heavy construction.

The challenge was that the new application had to last the two years of renovation, be versatile across all their needs and be affordable. Once the centre was fully renovated, an entire new identity would be required, and so it was important this treatment stay strongly linked to their current brand elements, mainly their logo, brand colours and tag-line.

CONCEPT

I noticed their logo had a unique shape to it and was framed by a white border. The concept became to build off this iconic shape and re-interpret it for the new branding style. We turned it into an elegant and modern frame device that could be used across all applications. A soft neutral backdrop was developed that would allow the frame to stand out and unify all future photography and promotional materials. 

ONGOING TASKS

Create ongoing marketing materials; photoshoots, banner ads, website design, events, shop maps, membership cards, magazine covers, and all advertising across various media.

CREDITS

Completed while working full-time at Make, an Advertising Agency in Brisbane Australia. Creative Directors Rem Bruijn & Melissa Murchison. Campaign photography by Erik Williamson


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