Cloverdale Mall
Bringing fresh energy to one of Toronto's oldest malls.
Role
Creative Direction, Art Direction, Design
Agency
52 Pick-up Inc.
Client
Cloverdale Mall / QuadReal
Year
2022-24
The almost 70-year-old Cloverdale Mall in Etobicoke is one of Tornoto's staples. This conveniently located, community-oriented “one-stop” shopping centre puts a strong emphasis on value-driven and convenience-focused retailers.
As part of the efforts to refresh their image before moving into the next step of redeveloping the site and evolving the brand, the client came to us to create a new campaign to rejuvenate their existing brand language.
We were targeting a mix of existing, loyal customers (50+) and a new, younger demographic, coming from newly built condos in the area (30-45 years old, young professionals, with high disposal incomes, and with and without children).
The new direction puts people front and centre. Visual direction was directly inspired by the Cloverdale logo. The magnified clover transformed into an abstract, three-dimensional ribbon anchoring both people and object photography, and acting as a connecting tissue between people and stores within Cloverdale. Updated typography elevates and modernizes the brand.
Kuba Krystyniak
Design & Art Direction
© Kuba Krystyniak RGD
Email: [email protected]
LinkedIn: kubakrystyniak