The trend towards malls becoming brands in their own right has seen award winning, retail advertising agency Red Pixel create a host of carefully crafted brand identities aimed at positioning individual malls firmly in the minds of target shoppers.
Red Pixel Creative Director Stuart Hill explains; “Each centre has its own personality and character that attracts loyal shoppers who identify with that particular retail space. To build on this relationship, our goal is to establish each mall as an individual brand and assist our clients to build equity in the market.
In terms of the bigger picture, Hill notes that increased competition in the mall arena has seen a host of malls revamping their spaces to keep up with increased expectations from consumers. This has led to malls relooking their brand identities and afforded them the opportunity to refine and focus their brand strategies and relaunch with a refreshed retail space.
“As a result there has also been a definite move towards less cluttered and cleaner creative concepts, in line with an international trend of minimalist design and the stripping out of unnecessary elements. Examples of this include major corporations like Microsoft and eBay, redesigning their logos to be simpler stylistically.”
Hill reveals that one of the main challenges the agency faces is that mall marketing campaigns are short lived; often running for just a few days or weeks. This necessitates high-impact, once off communication as there is no time to build up messaging over a sustained period.
In order to maximise impact and consistency, Hill says the starting point for Red Pixel is the formulation of specific brand guidelines prior to the conceptualisation and execution of a mall’s brand design. This creates a definite and unique set of design characteristics and results in focused brands that resonate with target shoppers.
“Having a clear set of brand rules assists us in turning around artwork quicker while at the same time ensuring consistency in all communication, which is the foundation of building brand equity,” he concludes.