CASE STUDY: GOLDEN ACRE SHOPPING CENTRE REBRAND
Scope: Strategy, Implementation, Design & Installation
Since opening its doors on Adderley Street in 1979, Golden Acre has been a quintessential part of life in Cape Town. This development with its prime CBD location comprises of 33 590m2 gross lettable office and retail space.
Built on the site of the original train station, Golden Acre forms an integral link between the CBD and its major public transport systems. It is surrounded by a busy bus terminal, taxi rank and a major network of underground concourses that lead to the central railway station.
With a retail mix boasting an exciting mix of tenants including food, fashion, services and essentials, The Blue Room was tasked with giving Golden Acre a rebrand – upgrading the logo and the look-and-feel of the centre.
Client: Golden Acre Shopping Centre / Growthpoint Properties
Design Commencement: 1 March 2017
Design Live Date: 13 April 2017
Artwork: The Blue Room
Project Lead/Designer: Melanie Evert, The Blue Room
Marketing Objectives & Strategy
Golden Acre Shopping Centre had set out to develop and anchor a new brand look & feel that would be carried through all design elements.
1. Distinction | We sought to design an image that occupies a distinct and valued place in the mind of our target market
2. Brand Consistency | Maintaining the new look and feel throughout the centre’s marketing efforts.
3. Sentiment | Uplift shopper sentiment within the centre
4. Foot Traffic | Increase foot traffic by developing a new brand look and feel that invites the young and trendy city worker to explore Golden Acre’s offering
5. Durability | Ensure that new branding can stand the test of time
6. Cost Effective | Securing quality installation and materials at affordable prices
Implementation & Tactics
Golden Acre’s shopper demographics include a diverse range of income groups and ethnicities, therefore it presented a challenge to represent the true self of the Golden Acre shopper. The consumers were divided into groups of children, students, young adults, etc. This approach ensured a sense of inclusivity.
A further challenge was keeping within the predetermined budget without compromising the product; however, this obstacle was overcome through skillful negotiations and meaningful relationships with suppliers.
We updated the logo with a clean and contemporary wordmark that captures the essence of the brand’s new look and feel. New in-centre billboards, campaign artwork, Facebook artwork and a redesigned, fully responsive website further established the refreshed brand.
The easy flow from daily commuting drop-off points into the city makes Golden Acre an essential part of the daily journey for the people of Cape Town. In-centre signage was thus installed at strategic parts of the centre and surrounds to allow for optimal exposure.
By incorporating images that are viewed as aspirational by the demographic, the in-centre billboards assist in influencing consumer behaviour and the shopper footprint, as well as generating a positive sentiment amongst shoppers and tenants.
Impact & Results
While the artwork successfully taps into the aspirational values of the consumer, it also gives the centre an aesthetic revamp without making any structural changes.
2. Brand Consistency
Brand consistency was critical to maintaining the strength and favourability of the new look and feel.
Despite the economic constraints on our consumers and their spend, general sentiment towards the centre – both in-centre and online – was more favourable.
4. Foot Traffic
Between March 2018 and March 2019, Golden Acre saw a 6% increase in foot traffic, despite a number of construction projects to key centre entrances.
The return on investment is measured on the durability of the in-centre branding. The best quality material was used for installation. To date, no signage has been damaged.
6. Cost Effective
When implementing the design process, as well as the production of the new brand elements, we sourced the most competitive pricing and relied on existing supplier relationships to get the best rates. This allowed us to achieve the desired results with a smaller budget.