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Southcentre is a major retail centre in Calgary, Alberta. The brand had historically focused on “comfort shopping” and enriched shopper services. Over time, this story had become worn, and Southcentre sought to reposition itself as more fashion focused, but still retain a very personal and friendly aura.
A combination of supercharged visuals and hand-lettered type achieved this balance. Custom photo shoots brought vivid, fashion-forward imagery to life, updating the style profile of the centre effectively while keeping it carefully within trade area tastes. The hand-drawn type, meanwhile, exudes both unmistakable warmth and tasteful refinement. The overall aesthetic is vibrant and elegant at once.
Southcentre has seen steady year-over-year increases in sales and traffic for the two years following the rebrand. The client reaction has been overwhelmingly positive. The repositioning has been a success.