Victoria Gardens is a joint venture shopping centre between Salta and Federation Centres, based in Melbourne’s inner city suburb of Richmond and is anchored by the Ikea store.
Our brief was to refresh the creative, the look and feel of the advertising and in-centre collateral.
The target market is a challenging mix of people in the high density and high rise developments within a 5 kilometer radius and those travelling in to the centre from the affluent suburbs of Kew and Hawthorn.
Red Crayon developed a series of high impact visual advertisements focusing on the core selling propositions of the centre – fashion, food, family and convenience.
The advertisements focus on a key campaign image as the primary element that is then layered with the key messages, Victoria Gardens icon, location details and a cleverly crafted postage stamp in the top right corner.
A refreshed, modern targeted set of campaign collateral.