cityvest_logo.jpg

Client: City Vest is a shopping mall in Aarhus, Denmark with 70 shops covering about 45.000 m2. The mall lies in the outskirts of Aarhus, in close proximity to disreputable neighborhoods and ghetto-like conditions. City Vest has been in business since 1972, and they place a heavy emphasis on quality, mutual respect, friendly values, and their specialized sections for fresh and organic vegetables, meat, and fish.

Purpose: The current City Vest brand has grown old and needs a facelift. A more modern take on the logo and identity is desired, and the organic food section ("Madtorvet") needs to be further strengthened and emphasized in their marketing. Additionally, the bad reputation of their surroundings has rubbed off on their brand, which intimidates people from visiting the mall. This needs to be addressed within the re-launch campaign.

Solution: City Vest is a great shopping mall, with excellent security and top-notch quality in products. Taking cues from their current brand and direction, we decided to do a complete make-over. It was important that this new brand reflected humor, warmth, cleanliness, and acceptance, in order to convince people that City Vest isn't as bad as everyone seems to believe.
In fact, it's quite good.

In collaboration with
Marco Zama Dannerfjord
Linnea Harken
Jane Svendsen
Rebecca Line
Sally Storm

From the new logo, a piece was extracted to serve as a recurring element in the branding.


From the new logo, a piece was extracted to serve as a recurring element in the branding.

Updated stationery to match the new brand and color scheme.


Updated stationery to match the new brand and color scheme.

 

Campaign

 

Insights and studies showed us that the majority of people who viewed City Vest in a bad light, had never (or rarely) visited the mall. The misconception was merely based on word-of-mouth and unfortunate location.

Therefore we set out to send people a very simple message that would get their thoughts going. Make  them realize that they're judging a book by its cover, and they should reconsider their opinion about City Vest. To do so, a slightly provocative question was constructed, but delivered with plenty of humor and tongue-in-cheek playfulness to 'soften' things up.

While displaying the great qualities and diversities of the mall, we asked the consumer: "What did you expect?" ("Hvad havde du forventet?"), to show them that City Vest is no worse than any other mall.

cityvest_kampagne.jpg
 
Posters with the new advertising concept. First one reads "We also have tennis socks". Second one reads "We also have canned tuna". Third one reads "We also have instant-coffee".


Posters with the new advertising concept. First one reads "We also have tennis socks".
Second one reads "We also have canned tuna". Third one reads "We also have instant-coffee".

decor.png
cityvest_annonce1.jpg
cityvest_annonce2.jpg
 
 

Concept for a local radio advertisement (Danish)

 

Webdesign

 
web_front.png
web_aktivitet.png
web_musical.png
 

iPhone App

 
app3.png
app1.png
app2.png
 

Editorial / magazine

 
cityvest_magasin.jpg
cityvest_magasin2.jpg
cityvest_magasin4.jpg
 

Miscellaneous / Extras

 
City Vest has special 'quick-parking' spots right in front of the mall. You're only allowed to park there for an hour. They call it "cheetah parking" (gepard parkering).


City Vest has special 'quick-parking' spots right in front of the mall. You're only allowed to park there for an hour.
They call it "cheetah parking" (gepard parkering).

A gift box with chocolates and a small gift card to bring people to the mall. Employees would hand these out at a small event in the streets of Aarhus.


A gift box with chocolates and a small gift card to bring people to the mall.
Employees would hand these out at a small event in the streets of Aarhus.