Corporate identity for the largest mall in the Southern Hemisphere

By combining omnichannel advertising campaigns and our design and customer experience skills, we helped to welcome shoppers back to Fourways Mall.

The brand positioning challenge

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.

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.

The corporate identity and in-mall campaign solution

Amorphous designed an elegant new corporate identity to go with the physical facelift the Mall had undergone.

Then we put together a seamless advertising 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.

With our user experience (UX) skills, interface design, copywriting and technology expertise we developed a website that shoppers frequented for news on sales and general updates.

The results – a rejuvenated mall

The combination of design and customer experience used with a powerful media strategy resulted in a 7% increase in shopper footfall, despite the fact that construction continued throughout the period in the Mall.