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Shopping centre network Reading Property, of Reading cinemas fame, came to us for international brand strategy and implementation. We delivered a holistic brand strategy that is uniform across the family of centres while allowing an individual identity for each one, both online and in-person. Highlighted here is our brand for the Auburn/Redyard centre.
Using in-depth research on the area and customer we identified local variations on the master brand that reflect the community around the centre. This helped us engage the local audience in the best way possible, giving us the power to deliver a well-loved brand.
By researching not just statistcal information on the area and the customer, but engaging the local community, we can gain knowledgeable insights and define the target audience in the best way possible, giving us the power to deliver a well received brand.
A picture tells a thousand words, and a style guide ensures your brand stays on-point. Simple rules help keep Reading property centres consistent and preserve both master and local brand's integrity over time. Wayfinding iconography, for example, remains consistent with the master brand while reflecting local colour variations.