Westfield Australia & NZ owner Scentre Group has unveiled a new visual identity for its shopping centres on both sides of the Tasman, aiming for a more contemporary, invigorated and colourful brand.
The work was created in-house at Scentre, which partnered with design & innovation consultancy Fjord Melbourne.
Launching across the 40 new websites in the Scentre Group portfolio, the new brand look and feel will also come to life within Westfield’s connected network including 1,500+ SmartScreens and SuperScreens, email, digital directories and the Westfield mobile app, before rolling out to non-digital touchpoints.
“The new sites better reflect the offline offering, with a clear focus on the full breadth of the Westfield experience.”
Scentre Group customer experience director Phil McAveety said: “We’ve taken on learnings from our connected network and applied these to our new visual identity. Rich content has proved to be the most engaging format, especially across our digital in-centre channels, creating a powerful point of connection.
“To continue to support this content we have built our new visual identity with a digital first approach, incorporating video, animation and dynamically changing content.
“Additionally, with so much varied content across our channels we focused on creating a more flexible design that can work across brand, retailer and customer content, while maintaining Westfield identity and quality.”
The new sites have evolved to better reflect the offline offering, with a clear focus on the full breadth of the Westfield experience, spanning food, fashion, dining, entertainment and community.
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