Wollongong Central.

overview.

We designed this pocket size shopping guide as part of a much larger brand relaunch project for Wollongong Central. A key focus was capturing the new look centre with purpose shot photography and building inspired graphic elements.

brief.

Design and produce an ‘essential shopping guide’ for The GPT Group's Wollongong Central relaunch that promotes the Centre’s new branding, refurbishment and launch activities, to position it as the ‘go to’ shopping destination at the heart of its community.

The shopping guide needed to capture the emotive and inspiring elements of the refurbishment as well as pushing practical, sales driving offers.

solution.

A photoshoot was carried out to ensure we were able to use visually exciting Centre shots highlighting key design facets as opposed to traditional ‘shopping’ stock images.

Key elements which insured impact as well as functionality and an emotive appeal were:

• Images. Utilising the results of the photoshoot and inspired by the shapes within the new WC brandmark, we created a dynamic, flexible layout that conveyed key messages whilst remaining engaging across the 40 pages.
• Double page dividers. Full bleed images were used to further highlight design details from the refurbishment and ensure the guide was easy to navigate. Feel good quotes. Taken from centre retailers, quotes were also included, adding to the authentic, community feel in line with the overriding creative platform.

awards.

Australian Catalogue Association - Highly commended.
Highly commended by the Australian Catalogue Association in both retailers and letterbox categories.