AMP Capital’s Northbridge Plaza strives to provide a welcoming and intimate retail experience.

Home to a number of high-quality vendors — including Simon Johnson, Craig Cook and Antico’s — the centre has sought assistance with multiple promotional brand campaigns.

Situated outside the city CBD, Northbridge Plaza is a premium neighbourhood centre. To capitalise on its bespoke culinary offering — one which draws many top Sydney chefs to its stores — the centre hoped to attract new customers, entice former customers and reengage established customers by inviting them to discover and remember.

The challenge? Create unique campaign identities that are also guideline-compliant.

Expect the Best and Foodie Fridays

With established guidelines in place, Expect the Best and Foodie Fridays brand campaigns align with the centre’s trademark elements, while delivering a standalone look and feel. Introducing a new script to campaign logos, type animates easily for dynamism and intrigue. Incorporating grey, white, gold and orange from Northbridge Plaza’s palette, branding is both premium and recognisable as a Northbridge campaign.

Drawing inspiration from retail giants, videography explores discovery and memory through the concept of expectation; discover a destination that satisfies your expectations, remember to set your expectations high. Building the campaign slogan into scripts, supers advise consumers to expect the best quality, variety, luxury and flavour.

Casting talent to resonate with the target demographic (young mothers in particular) photography is warm, inviting and aspirational. Showcasing vendors in their culinary environments, imagery documents excellent produce, real employees and genuine customer care. Capturing the craftsmanship and pride behind each product or dish, pictures impress the viewer with close-up detail — conveying scents, textures and tastes.

Video and photography are adaptable for a broad range of applications, enabling the centre to promote cohesive brand campaigns across all touchpoints — including social content, schedule posters, digital screens and atrium banners. Using the centre’s trademark tile pattern to mark the campaigns as a Northbridge Plaza initiative, communications design ensures a strong link to the overarching brand.

Customer campaign feedback received via retailers is highly positive, with many noting heightened enjoyment of their consumer experience. Vendors also indicate the campaign is a valuable engagement tool, enabling them to open up conversations with potential shoppers through social forums.

Additional product sales have been directly attributed to the Foodie Fridays campaign, with suppliers frequently selling out of stock on promotional days.

Give a Little Love

Focusing on the notion of giving and its close link with the peak retail season, Christmas campaign naming — Give a Little Love — ties into the human side of the holiday. Evoking warm feelings, collateral reminds shoppers their purchases are more than transactional; they’re emotive.

Employing the centre’s trademark colours of coral, white and gold, the campaign logo features customised letterforms and a hand-scripted typeface — reading as an upmarket letter to Santa. Collateral allows imagery to speak for itself, communicating the Plaza’s diverse fashion and culinary offering.

Merging the centre’s sincere customer focus with an upmarket attitude, all assets produced for Northbridge Plaza position luxury as a want, and quality as an expectation.

An interactive online gift guide takes the stress out of shopping, showcasing easy options across a variety of categories. (For her, for him, stocking fillers, luxury gifts.) Product photography and styling is clean, crisp and sleek, allowing shoppers to compile the perfect list of things to love.

Feed Your Soul

Advocating the Plaza’s diverse variety of food vendors, the Feed Your Soul campaign was prepared to launch in January. Leaning away from the concept of a fresh new year, the concept provides year-round longevity.

Photography and hoarding design continue the centre’s focus on premium food and real vendors, exciting shoppers for stores to come.

An agency to love! Innovative, collaborative and customer-centric. Our partnership with Being Agency has been an absolute pleasure and the creative content has been superb. We feel they produce such great creative because they clearly love what they do. Their highly collaborative process has cemented an understanding of our business, brand, environment and where we want to take it. They are a team of highly talented individuals and are completely dedicated to producing the very best results. They genuinely feel like an extension of our team.

Sandra Stern
Marketing Manager, AMP Capital
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