Eastland Brand and Launch Campaign

About the Entry

Located East of Melbourne, the vision for Eastland was to provide the community with an unrivalled experience to lead the revitalization of the region.

A $665m transformation, Eastland became a new benchmark for suburban shopping centres in Australia.

eskimo developed a creative platform that centred around the notion of ‘Coming Together’, illustrating Eastland as the magnetic heart of the region. We designed a new brand for Eastland that moved the sector into unchartered territory, disrupting the preconceptions of the community.

Features & Benefits

01

Design

Eastland went to market with sector disruptive strategy that shifted their value proposition from a transaction lead shopping to creating community lead destinations.

Cementing this unique positioning, we crafted our visual identity to elevate the centre into a lifestyle experience of magnetic experiences: art, architecture, food, design and fashion. Helping to make the shift in the customer’s mind that Eastland is for more than just shopping.

Usability – audience, customer

The Eastland brand had to resonate with a breadth of B2C and B2B audiences. From a B2B perspective, we had to stretch the brand to attract new, international retailers; for our B2C audiences, we had to cut through within a crowded market and differentiate from the traditional shopping mall experience.

We succeeded in bridging this gap through harnessing the brand throughout every touch point of our audiences experience in centre, on social and across all our business communications. Through implementing an experience lead brand, we enabled Eastland to attract new audiences to the heart of Eastern Melbourne.

Creativity and Innovation – different for the space

Eastland had a strong vision to deliver a new generation, landmark shopping and lifestyle destination to serve its customers, retailers, investors.

Delivering a bespoke brand experience we created a town centre icon for the east of Melbourne. Employing an aspirational design language, we mirrored with unique architecture to created a seamless, luxurious brand experience.

Attracting new speciality retailers and first to markets outside of Australia’s major cities, connecting Ringwood communities to brands, products and experiences like no other.

Content and Quality – art direction, copywriting, production

We created a premium tailored brand experience that employed an elevated design language that underpins every element from photography to communications.

Supporting the positioning the tone of voice reiterated an emotional connection to the things that we buy. Using close up, visceral and fashion led imagery we depicted a sophisticated lifestyle for the people of Ringwood to aspire to.

Commerciality - numbers

Since launching the Eastland, the brand has helped to achieve a significant increase in market share:

– Supporting to deliver one of the post productive centres in the QIC GRE portfolio.

– Delivered an exceptional shopping experience that differentiated the centres to its competitors.

– Attracted international and premium speciality retailers, including David Jones first to market new concept store.

– Delivered a landmark centre for the QIC GRE portfolio and the Australian retail industry.

Town Square retailers achieved sales significantly above industry benchmarks (Urbis Top 10 average is $9,479 psqm) with sales average of $13,949 psqm

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Eastland Brand and Launch Campaign