KerryAnn Bartle

THE OPPORTUNITY
QIC GRE aspired to transcend the traditional shopping centre model. Their vision is to become a brand that redefines the concept of “place” – a vibrant community hub that enriches people’s lives beyond simple transactions. This entails each local centre acting as the heart of its community, actively engaging and enriching residents' daily experiences.

THE SOLUTION
To achieve this vision, a program was developed to connect with new residents moving into communities served by QIC GRE’s shopping centres. This initiative aimed to move beyond traditional retail destinations and position QIC GRE as a brand that reimagines the very idea of a “place.”

Recognising the challenges of moving, the program fostered a sense of belonging for newcomers. Localised welcome packs provided valuable information about the community, including helpful resources and thoughtful gifts to ease the transition and encourage residents to feel integrated. This initiative addressed the inherent desire for connection by creating a bridge between residents and the local area.

IMPACT
By focusing on the needs of new residents, this project demonstrates a deep understanding of community building and creating a welcoming environment. It showcases the ability to develop programs that extend beyond transactional interactions, fostering a sense of belonging and contributing to residents' daily lives.

SKILLS HIGHLIGHTED
This project exemplifies my ability to seamlessly integrate various creative skills:

Art Direction: conceptualising the visual identity of the welcome packs and crafting a welcoming aesthetic.

Conceptual Development: brainstorming and refining the program’s core idea to connect with new residents and establish QIC GRE as a vibrant community hub.

Graphic Design: designing the layout and visual elements of the welcome packs to be informative and engaging.

Strategy: develop a program strategy that aligns with QIC GRE’s vision of transforming shopping centres into vibrant community centres, fostering a strong sense of belonging for new residents.