Sunridge Mall

Core Branding

Challenge

Sunridge Mall came to William Joseph, wanting to update its brand and reconnect with the community. It was facing increased competition from a new shopping centre just outside the city limits and needed to boost business, become more relevant to its audience and build community with the people it serves.

William Joseph, now the Agency of Record for Sunridge, aimed to help the mall define its brand strategy and rebrand with a new personality and several different campaigns and tactics throughout the year. Sunridge wanted to dominate the trade area for shopping, socializing and creating special memories.

William Joseph Thinking

William Joseph started from scratch with Sunridge Mall. We worked together toward a universal brand, accessible to a culturally diverse target market. We wanted the mall's brand to be vibrant, attractive and community-focused, urging its customers to connect emotionally.

The creative messaging began with a new tagline: Your mall. Inspired by you. We built a colour palette that focused on the rich, vibrant red within the existing Sunridge logo and incorporated a playful word treatment with keywords such as share, explore, engage, discover and create. The goal was to use these keywords in a visually creative way to create a definitive call to action for mall patrons.

Results

Core branding initiatives in 2010 and 2011 included various in-mall elements with print and digital and in the spring of 2011, a transit awareness campaign was launched, focusing on the core brand and promoting the retail mix. This campaign also used a QR code contest. A social media strategy was developed to help increase engagement on both Facebook and Twitter.

This core brand now serves as a canvas for all Sunridge marketing activities. By incorporating key elements and developing new creative targeted at each specific campaign, William Joseph is helping Sunridge target its key demographics with unique calls to action, according to season.