Where it all comes together for cadillac fairview
Overview
Cadillac Fairview aimed to elevate the shopping experience at their properties with a polished new look that resonated with modern consumers. Focusing on increasing foot traffic at their Sherway Gardens location, we launched a comprehensive rebranding initiative across brand materials.
Challenges
As a leader in commercial real estate across Canada, Cadillac Fairview needed a fresh look for their social channels in order increase foot traffic within their popular Sherway Gardens location. This social initiative was designed to integrate the new South Wing expansion at the property, encouraging their target audience to visit the grand opening.
Website Design: The Sherway Gardens website was refreshed to align with the new visual identity. This included updating the layout, incorporating lifestyle photography, and ensuring a user-friendly interface that echoed the premium in-store experience.
In-Property Signage: I designed in-property signage that reflected the new brand identity, including directories and informational displays. These elements were critical in guiding visitors through the space while reinforcing the brand’s refreshed visual language.
Digital Advertising: To further promote the South Wing expansion, I developed digital ads that captured the essence of the rebrand. These ads were strategically placed to reach the target audience, driving awareness and engagement online.
Social Content: The rebranding extended to social media, where I created engaging content that highlighted the South Wing expansion and encouraged visitors to explore the new offerings. The cohesive look across platforms helped to build anticipation and drive foot traffic to the grand opening.
Outdoor Hoarding: I also designed outdoor hoarding that maintained brand consistency while creating a sense of excitement and anticipation for the new South Wing. The design drew attention and kept the brand top-of-mind for passersby.
Solutions
To help Cadillac Fairview achieve its goals, I worked closely with my team to focus on:
Visual Rebrand: Sherway Gardens was rebranded with a fresh look using colourful text overlays and an airy photo treatment, tailored to their target demographic. Internal brand guidelines were also updated to ensure consistency across all platforms.
Results
The rebranding effort was a resounding success, leading to a 22% increase in mall traffic at Sherway Gardens. The client was so pleased with the results that they extended the brand rollout to all 19 Cadillac Fairview properties across Canada. This comprehensive brand integration included major campaigns for the Olympics, Calgary Stampede, loyalty programs, and holiday festivities, creating a seamless brand experience across all channels and in-property.
MY Project roles
Lead Designer
Collaborators
Creative Director - Katherine Murdick
Photographer - Nicole Breanne
Producer - Alexandra Ablaza
Agency - Notch Video & North Strategic