The Challenge
Almost as iconic as the town itself, the Busselton Boulevard was the very first shopping centre to exist in Busselton. Purchased by VPG Property in 2013, renovations on the exterior/interior progressed to bring new life into the Centre. thebox were commissioned to create a new brand that would encompass the values it offers to the Busselton community and surrounds. It was important to first establish the positioning of the Boulevard before going ahead to develop a differential and create a brand. thebox recognised a need for a brand to be consistent and true throughout the interior of the centre. This would need to be carried through to the newly refurbished exterior and assist in creating a buzz.
The Idea
The Boulevard over the years has been seen as reliable, friendly and welcoming and certainly a place for families, the old and the young, to enjoy a browse and a cup of coffee. Taking this humanity into account, thebox created a brand that would be long-lasting and highlighted the small but dynamic tenant list. The campaign was to be about creating an intimate shopping experience and promoting the place and the people. To appeal to a wide range of age groups and assist the community in relating to the centre, the colour palette used would be fresh and inviting. And by making the store personnel heroes it gave the consumer the awareness of dealing with real people, and introduced them to a friendly face
The Solution
Signage, window and floor decals were introduced along with door decals to continue the brand from the exterior to the interior. Inside, banners were hung from the ceiling to fill the large void that existed, bringing colour and life back into the Boulevard. Livery items such as colourful badges, high-quality canvas bags, polo shirts for staff members and hi-vis vests to be worn by the trolley personnel were designed. A weekly press campaign in the Busselton-Dunsborough Times was uniquely executed, making staff members the real heroes of the centre. A web landing page with a new domain assisted in maintaining a digital presence.
The Last Word
The Boulevard is a buzzing hub of action. Proprietors have noted increased foot traffic within the centre and the brand that now flows throughout the Boulevard can be utilised for many campaigns to come. Using the idea of community as a springboard, the Busselton Boulevard will continue upgrades to the interior of the centre and remain the ‘friendly place to shop’.
What We’ve Done
- Campaign Development
- Brand Development
- Corporate Style
- Design
- Printing
- Merchandise
- Signage Solutions
- Photography
- Press
- Media Planning & Buying
- Copywriting
- Website
What They Said
“Thanks to Scott, Tony and the team. I am getting very positive feedback about the re-branding.”
Frank Zanotti, Property Manager