KerryAnn Bartle

Life By Design
Canberra Centre Monaro Mall Launch

THE OPPORTUNITY
Canberra Centre sought to revitalise its Monaro Mall precinct with a new lifestyle and homewares offer. The challenge was to generate awareness of the unique high-fashion retailers and create a compelling brand experience that would attract Canberrans.

THE SOLUTION
To develop a comprehensive creative strategy to generate awareness and successfully launch the new Monaro Mall into the Canberra market. The campaign focused on highlighting the precinct’s unique offerings, such as exclusive brands, curated experiences, and architectural significance. A visually striking brand banner was created to entice Canberrans into the mall and reinforce Canberra Centre’s position as the city’s cosmopolitan hub.

An inspiring overarching brand banner “Life by Design” was created that aimed to entice Canberrans into the new Monaro Mall and provide the opportunity to reinforce Canberra Centre as the cosmopolitan centre of the city with an architecturally significant, experience-led and Lifestyle and Design retailer-led space.

Monaro Mall is the original precinct of the Canberra Centre and was first opened as Monaro Mall on 6th March 1963. The architecture of the new Monaro Mall reflects many aspects of the original building including external arches and restoration of the original features.

IMPACT
The campaign successfully achieved its objectives, driving increased foot traffic, social media engagement, and sales. The new Monaro Mall became a popular destination for Canberrans seeking a curated shopping experience and elevated lifestyle offerings.

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

Art Direction: overseeing the visual elements of the campaign, including the overarching brand banner and overall aesthetic.

Conceptual Development: creating the strategic framework and visual essence for the campaign, positioning Canberra Centre as a lifestyle and design destination.

Graphic Design: designing the overarching brand banner and adapting this branding to other visual assets and supporting materials to effectively communicate the campaign’s message and capture the essence of the new Monaro Mall.

Strategy: collaborated with the team to develop a comprehensive plan to achieve the campaign’s objectives, including target audience identification, messaging, media planning and experiential activations.