Project Overview
An idealised planned city, exhibiting what is referred to as ‘sacred geometry’, Walter Burley Griffin designed our nation’s capital using an ordered, geometric and philosophical plan. At the heart of the city lies Canberra Centre, a retail destination that was in need of a rebrand. Uncovering the layers of the city, creating a sense of discovery and intrigue, our brand identity beckons you to scratch the surface. Always leaving room for the imagination. It's more than meets the eye.
Project Commissioner
Project Creator
Team
Creative Director: Mary Talato
Senior Designer: Graziela Machado
Senior Account Manager: Clare-Marie Martinez
Print Production Manager: Lindsay Cheek
Photography (fashion): Stephen Ward
Project Brief
In response to the rapidly changing demands of lifestyle driven consumers, QIC Global Real Estate has a new vision to move away from the traditional shopping mall and build not simply places to shop, but urban destinations that cater to the needs and desires of a wider community. From idleness to enjoyment, from segregation to participation, from conspicuous consumption to inconspicuous creativity. Creating centres that connect communities.
eskimo was tasked to create a brand identity, the first expression of this new vision for Canberra Centre, showcasing the essence of the community we are talking to. To communicate that their interests are at the heart of our actions. The esoteric yet worldly nature of both the civic centre and Burley Griffin's vision that influenced our approach, delving into the Canberran psyche and creating an identity that was a true reflection of the Canberra community.
Project Innovation/Need
Our campaign approach was based around the notion of ‘Layers of Discovery’. Taking cues from a city with a global mindset, rich in hidden gems of culture, art and sophistication, its considered and intelligent character creates a place of discovery.
The new identity uses shapes and elements taken from our logotype to create layers of graphic language. Building textures and images on top of one another.
Design Challenge
An inherent challenge with our brief was society’s preconceptions about Canberra being an uncool and uninteresting place, where not much happens apart from politics. Taking into account in-depth strategic research and brand workshops, eskimo realised that Canberra is much more than its public perception. Communicating this sophisticated, intelligent and intriguing community was a challenge to which we rose. Our identity aimed to pique curiosity of the reader, giving them a glimpse of this hidden gem.
Effectiveness
Our new brand identity positioned Canberra Centre as a premium retail destination, realigning the market perception in the lead up to leasing efforts for the redevelopment. The new identity contemporised the centre to reflect the new QIC vision.
Graphic Design - Illustration and Type
This award celebrates creativity and innovation 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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