After years of construction, chaos and disruption, Fourways Mall was shiny and new and ready to welcome back its shoppers. We were ready to help them do just that.

Our Role

  • MED
  • STR
  • CD

THE CLIENT

Fourways Mall was the first shopping centre in the area and has become the heart of the greater Fourways area. A two-year construction period saw the Mall grow by 10 000m2, making it the biggest in South Africa.

4WM no drama llama mockup

THE CHALLENGE

During the extensive renovations, members of the community had become used to shopping at nearby malls to avoid the chaos of the construction. The festive season was approaching and Fourways Mall needed to win back the hearts and wallets of Fourways residents. We needed to position the Mall as a new super-regional property, setting it apart from its lifestyle-led competitors and positioning it as an attractive, family-led shoppertainment destination.

4WM_CI_Logo and stationery mockup

THE SOLUTION

Amorphous developed a beautiful new logo to go with the physical facelift the Mall had undergone.
Then we put together a seamless campaign that tied creative, media and events together. Our playful, illustrated creative theme ran through all campaign elements, be they billboards, name badges, website content or advertising, using the new logo and applying the new CI.

THE RESULTS

The combination of whimsical creative and an effective media strategy resulted in a 7% increase in footfall, despite the fact that construction continued throughout the period in the Mall.

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Want to work with us?

Amorphous New Media

3rd floor
One Bompas
1 Bompas Road
Dunkeld West
Johannesburg
South Africa

+27 11 380 6500
info@amorphous.net

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