Project

Grant Park Brand Refresh & Campaign

Project Owner

Brandish

Year

2017

 

Introduction

With a growing number of high-profile tenants, Grant Park Shopping Centre needed a campaign to announce its unique and focused offering. It was determined that their key benefit was the mall’s collection of day-to-day-get-stuff-done shops and facilities (grocer, pharmacy, automotive, a fitness centre, and more). But, before diving into the campaign, some light brand work needed to be done.

 
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With the removal of some superfluous logo elements, adjustments to the letterforms, and switching the brand colour to a more vibrant and friendly green, Grant Park was ready to speak to its people.

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Given that Grant Park was becoming a one-stop-shop for its surrounding community of young professionals and families, it made sense for the campaign to focus on the time that you save by shopping at Grant Park and what you would do with it. From there, the tagline “Get more” was born. This not only spoke to the idea of getting more from your shopping experience, but also freeing up time to get more out of life.

 

The campaign centred around a fill-in-the-blank motif that showed the many ways people could “get more” out of life. This was paired with a vibrant colour palette and duotone photo treatment to catch the eye.

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Window posters mock-up

 
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Billboard creative

 
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Social media mockups

 
 
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With the inherent flexibility of the campaign, it was easily adapted into Grant Park’s seasonal campaigns.

 
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