Content 02
CORPORATE STORY 08
BRAND ELEMENTS 12
MOOD BOARD 14
ARCHETYPE 16
TYRPOGRAPHY 18
MOBILE APP 20
MARKETING CAMPAIGN 27
NEW RULE, NEW EXPERIENCE 42
BRAND IDEA
Orchard Central Corporate Story Orchard Central's 'Center of New' positioning permeates every aspect of the mall - including new architectural and design forms to bring about a fresh and distinctive new retail experience for the sophisticated urban shopper. Orchard Central is a shopping mall in Singapore located along the main shopping belt at Orchard Road. It is Singapore's first and only vertical mall and was officially opened on July 2, 2009. It consists of 12 floors above ground and 2 basement levels. Unlike traditional mall designs, a central atrium is omitted and It also features a "super escalator", which takes pedestrians on street level directly up to Level 4. The mall is served by a total of 52 escalators (including 6 super escalators) and 12 glass elevators. The mall features a 140m shopping street discovery walk and a green roof which are both open 24 hours to public. Designed by Japanese design house Super Potato. The mall is connected to 313@Somerset and Orchard Gateway.
02
“Retailers are no longer product supplies they’re becoming lifestyle partners, entities with which consumers are building relationships.”
“It’s the greatest opportunity to leave a memorable first impression,” says Jess Brown, Digital Creative Director at Planit, a creative branding agency.
Why need to rebrand? Out of 80 respondents 68% rarely visit Orchard Central
“ Quiet and inactive ”
They said:
“ ”
“ Clearer directional and signage ” “ Need strong unique positioning among customers ” “ Boring tenant mix ” “ Lack of exposure ”
08
“ Need a niche to draw people ”
Aiming to be a SUCCESSFUL mall.
A successful mall needs to satisfy three different customer needs:Â
Shopping Leisure Experience
SHOPPING EXPERIENCE
LEISURE
12
MOOD
BOARD
ARCHETYPES
shopping experiences are about exploration and discovery, but the feelings of playfulness (Joker), memorable (Creator) and being different (Rebel).
The Jester (be fun)
14
The Rebel (be different)
The Creator (be memorable)
16 Typography Typeface Dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, veniam, quis nostrud exercita tion ullamco laboris nisi ut aliquip ex ea commodo consequat.
PRIMARY FONT
CENTURY GOTHIC
ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@$%
SECONDARY FONT
HELVETICA ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@$%
Hierachy Ut enim ad minim veniam, quis nostrud exercitation ul lamco laboris nisi ut aliquip ex ea commodo consequat. Veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
FONT SIZE 24 PT
Title ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz.,“”’‘ 1234567890$?!<>{}[]#™® FONT SIZE 12 PT Headline ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz.,“”’‘ 123456789£$?!<>{}[]#¢™®
FONT SIZE 8 PT Content ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz.,“”’‘ 123456789£$?!<>{}[]#¢™®
Mobile App Special Features A. Interactive Mall Map By searching the store name, the app will locate and navigatge to the store. B. Find Your Car Find the car the car park easily. Every parking place has a QR code. When the user scans it, it will show his/her parking place on an interactive parking map.
18
Favourites
Mall Map
Whatâ&#x20AC;&#x2122;s On
Promotions
Find Your Car
Rewards
Easily locate and navigate to stores, restaurants, and amenities.
Mall Map
Favourites
Find Your Car
Find the car in the car park easily. Just scan QR Code in the parking place.
Shopping has never been easier.
Mall Map
Whatâ&#x20AC;&#x2122;s On
Promotions
Find Your Car
Rewards
Find Your Car Hold your phone on the QR Code to detect the Parking Place.
Marketing Campaigns A. Promotional Keychain B. Shopping Gift Cards C. Events
20
Promotional Keychain Promotional keychain specially for loyalty customers in Orchard Central. Shop and present this keychain to enjoy special loyalty discounts.
Shopping Gift Card Orchard Central shopping gift cards available to purchase for everybody. Purchase using the gift cards to enjoy extra 10% off.
Present this Gift Card to enjoy 10%* OFF for all item purchased in Orchard Central.
10 OF %* F
$50
*Terms and conditions apply. For more details, see behind.
Events More interesting and new events will be organized. -Fairs: food tasting, wine tasting, etc -Movie Screening -Pop-up Stores
24
Content Marketing &
Transforming the mall experience by leveraging
Targetting local shoppers
& Social Media
technology and multichannel strategies.
Targetting overseas shoppers (Tourists)
A wise woman said recently, “Your brand is your promise.” – Dana DiTomaso, MozCon 2015
This going to be a brand new Orchard Central. New Rules New Experience
27
O
outstanding
with the outstanding architecture, enjou a visual satisfaction.
R
respectful
respectful to every shoppers, main focus is to bring excellent shopping experience
C
charming
rooftop restaurants and bars, a total enjoyment
H happy
happy shoppers in happy mall
A
appreciative
rewarding program for shoppers
R
regional
various choice of shops across different regions
D
delightful
interesting and delightful events
C colorful
new gift cards give a colorful shopping experience
E
enjoyment
interesting mall layout, shop with enjoyment
N new
brand new Orchard Central, brand new shopping experience
T
thankful
loyalty programme for loyalty customers
R
renown
owned by Singaporeâ&#x20AC;&#x2122;s largest private developer Far East Organization
A
amazing
innovative features for Orchard Central App interactive mall map, find your car
L
lovely
customer service conceirge provides excellent customer service
Create 42
Beautiful
Moments
Moon Jin Yue moon.jinyue@gmail.com Thank you for your time.