Rouse Hill Town Centre wanted to get back to the heart of their offer as a town centre – being more than just a shopping centre. Philter was asked to develop a new creative concept focusing on the experience consumers get in the Town Centre as the point of difference rather than the traditional retail focus on products.
A seasonal based platform was created allowing the centre to focus on events, activities and promotions taking place at different times of the year. It was important to ensure a consistent look and feel was maintained whilst providing enough flexibility for the creative to be engaging and dynamic across campaigns. An illustrative montage served as a great visual device; initially when viewed you see the headline and large symbol demonstrating the seasonal message. But look a little closer and you will see the symbol bursting with elements which reflect all the little surprises both the season and and the town centre have to offer.
The symbol and headline lockup acts as an anchor for all messages required throughout the season. A bright colour palette with an iconic seasonal or occasion based background ensures impact, while individual elements used to create the 'master' seasonal lockup can be pulled out to highlight events and promotions throughout the season.
campaign branding
print collateral