Rundle Mall ?
BrandMediaRundle Mall is one of Australia's busiest pedestrian malls, home to more than 700 retailers and host to 24 million annual visitors. In a fast paced and highly competitive environment, we were tasked with delivering a bold rebrand to reinforce Rundle Mall's position as Adelaide's leading retail precinct. Our aim was to achieve the holy grail of branding ? to be recognised not by name, but by icon. To accomplish this, we utilised the famous Mall's Balls sculpture, the precinct's most recognised landmark. By distilling the Mall's Balls into the simple form of two circles, we were able to develop a bold design system flexible enough to support Rundle Mall's busy retail calendar. Reinforcing the icon, we introduced the tagline "Expect it All", phonetically mirroring "Rundle Mall" while encompassing the excitement of the brand and appealing to the emotions and imaginations of consumers.https://www.behance.net/gallery/96037903/Rundle-Mall-Brand