CLOVERDALE,
ALL YOU NEED
ROLE:
Lead Designer, Art Director
Design: Luiza Serbanescu, Connor Vassey, Nathan Miller
Agency:
52 Pick-up Inc.
Clients:
QuadReal / Cloverdale Mall
Year:
2022-23
Cloverdale is a conveniently located, community-oriented “one-stop” shopping centre, with a strong emphasis on value-driven and convenience-focused retailers.
After years of running the same campaign client came to us to rejuvenate the existing brand language, while retaining the current positioning slogan: "All you need", and bringing new energy to the centre. The new design had to be “cool, fun and versatile” with applications across the centre, website and social media.
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 drew direct inspiration from 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.
People are at the heart of the campaign. They radiate happiness and diversity to authentically represent various demographics, and are surrounded by an array of objects symbolizing their purchases—a reflection of the ‘one-stop’ shopping center concept. Retaining original palette allowed to preserve familiarity and uphold continuity with the previous look and feel, ensuring a smooth transition.
Under my guidance, my team created comprehensive guidelines, provided all essential assets and initiated the rollout of signage.
