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Everton Plaza
Reds Group / Hoyne | Graphic Design - Identity and Branding
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Project Commissioner
Project Creator
Project Overview
As Brisbane’s oldest ‘drive-up’ shopping centre, Everton Plaza needed a brand that could set it apart from the city’s sprawling supermarkets in order to engage existing and new customers.
Team
Creative Director: Cam Dunnet Strategist: Megan Hanney Designer: Damian Wheeler
Project Brief
When Reds Group purchased Everton Plaza they required a brand to support the relaunch of the centre as a truly activated urban laneway complete with F&B and a fresh food retail offering. The village has been operating since 1969 and plays an important part in the hearts and minds of the locals and its tenants. We had to tackle the issue of keeping locals and existing tenants happy while also attracting new, youthful shoppers and new retailers to the precinct.
Project Innovation/Need
In contrast to the cookie-cutter, large shopping centres that currently dominate the market, the brand for Everton Plaza establishes it as a precinct that has returned to its roots, a characterful retail village tailored to tenants and the community, while also connecting to a new generation of audiences. A fresh, modern, must-taste, must-see, must-shop destination. A local destination no matter where you’re from. The authenticity, original character and existing tenants of the shopping village are celebrated while engaging a new breed of tenants that add to the unique personality of the centre.
Design Challenge
Our challenge was to transform this well loved but well-worn shopping village with an inspiring brand that would allow it to compete with larger offerings and sprawling supermarkets.
Effectiveness
Reds Group successfully secured renowned F&B brands: 5 Boroughs, Corbett & Claude, Comuna Cantina, Stellarossa and Neighbourhood Market among others to take up prime positions in the centre and the laneway. The laneway is now under construction.
Graphic Design - Identity and Branding
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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