Westfield
Westfield Branding
Westfield is the world’s largest retail property company. I was tasked with developing a brand structure and guidelines document for the U.S. market that accommodates both flagship and value properties.
The challenge: To develop a brand structure that can stretch across both ends of the retail spectrum, from economy to premium.
The solution: Create a baseline structure for building assets while allowing for enough flexibility to accommodate a wide range of properties and marketing programs.
Brand Strategy • Brand Design • Brand Expression • Brand Guidelines
Westfield Brand Ventures
Westfield brand ventures is a department established to promote Westfield as a viable media channel for big brands and advertising agency networks.
The challenge: How to translate one billion annual visitors into a meaningful marketing proposition?
The solution: Show the audience what Westfield means to ordinary consumers through a fast paced, dynamic video and companion sales deck.
Video • Presentations • Events
Westfield
Consumer moments
Consumer Campaigns
Westfield markets to the public at a national level for seasonal consumer moments (such as valentines, 4th of July, holidays) and locally for community based initiatives and redevelopments.
The challenge: How to differentiate Westfield from competing properties and online options?
The solution: Westfield is about elevated experiences. Convey that through ideation and delivery of interesting, amusing and memorable ‘big ideas’ into every marketing campaign.
Brand Strategy • Brand Design • Brand Expression • Brand Guidelines
Holidays - Live and Let Live
The holidays are Westfield’s most important shopping season. Each property hosts a wide (and varying) range of holiday themed events, from photos with Santa to free gift-wrapping.
The challenge: How do you accommodate every centers’ needs while driving a cohesive on-brand marketing experience?
The solution: Create a winter wonderland with the quintessential modern American family to provide assets for every possible need.
OOH • TVC • Video • POS • Social • Web • Email • Banner • Packaging • Events
Lunar new year
Lunar New Year is a major shopping occasion for Asian Americans.
The challenge: How does each Westfield position itself as a viable destination with local Asian communities for this annual celebration.
The solution: By being authentic and useful to those communities with both celebration events and convenience services such as integrated online and in-center gift guides.
POS • Print • Social • Web • Mobile • Email • Banner • Events
Back to School
Back to school is a major shopping period for families and teens.
The challenge: How do you encourage families and the young to actively engage with the mall and encourage their friends to do the same?
The solution: Hero school kids by encouraging them to share how they are being the best version of themselves to win prizes.
POS • Print • Social • Web • Email • Banner • Events
Westfield
Redevelopment pipeline
A Modern Take on the Classics
Westfield completed a $100M redevelopment of the Montgomery Mall with a new fashion precinct, dining quarter, parking deck and cinema.
The challenge: How to promote these improvements in a compelling way that repositions the mall as a premium destination offering an elevated experience?
The solution: Recreate iconic cinematic moments that represent Fashion, food and packing.
POS • Print • Social • Web • Mobile • Email • Banner • Events
A Whole New Level of Taste
Westfield San Francisco has several fine dining establishments under it’s historic dome ceiling on the 4th floor.
The challenge: The problem is they are on the 4th floor and most people don’t know they are there. If they do know about them, they’re often skeptical that a mall has fine dining.
The solution: Create a campaign that celebrates real dishes available from each restaurant with sumptuous photography while playfully addressing head-on the issue of fine dining at the mall.
POS • Print • Social • Web • Mobile • Email • Banner • Events
