ABOUT

CENTRE WAL

BRAND POSITIONING STRAPLINE
Our strategy revolves around the following central trigger point.
➢ For the hip, urban worker on the move
The centre is located in the middle of the CBD and serves as a through fair for many young city workers and residents making their way to their next destination. The young city worker is full of energy and looking to make their unique mark on the world.

With the above in mind, we propose the following positioning strapline:

Centre Walk
your move. your rules.

LOGO
We kept the existing logo, but added the new proposed positioning strapline in a script font – which emphasises the energy expressed by the proposed strapline.

LOOK & FEEL
The use of bright, vibrant colours on top of a black and white background, makes the visuals in the foreground stand out and jump off the page – this further enhances the energy expressed by the strapline. The colours used in the holding shape for the copy will be picked up from the main visual used in the artwork.

The holding shape for the copy has been carried through from the diamond icon used in the centre’s logo.

The black and white images used in the background are related to the retail category and compliment the colour visuals in the foreground.

Background shape is a loose, organic, splash.

TONE OF COPY
We’ve carried the theme of “Your”, used in the proposed strapline, through to our category poster headlines to express the feeling of individuality and ownership – you make your own rules, you set your own trends, you have your own tastes.