The Challenge: Hundredweight were given the challenge of refreshing the Westfield Hornsby identity and establishing a unique personality through entry signage, environmental graphics and additional centre collateral. With the Westfield master brand and tenant branding sitting prominently in signage and marketing applications, a flexible supporting graphic language was required to unify the sprawling site.
The Strategy: With its unique tenancy mix, Hornsby needed to present a clear image to differentiate itself from neighbouring shopping centres such as Warringah, Chatswood and Macquarie who have a stronger emphasis on fashion. Instead, we wanted to highlight unique attributes such as it’s fresh food offer, restaurants and organic food market with a clear focus on community, growth and it’s regional location.
The Solution: Our approach was to use a bold, monochromatic palette and combined with abstracted brushstrokes to create a flexible and unified visual language. Our treatment emphasised the human and creative qualities, reminiscent of the hand written chalk board signs of the community markets.
Subject territories depicting bushland, wildlife, waterways, local produce and parklands were chosen to further identify the shopping centre as a civic landmark within the region. Images of nature also provided a complementary backdrop to the fresh food and restaurant offer without being too literal. Distilling these nature references into black & white abstract forms also ensured the aesthetic wouldn't be at odds with the centres' fashion retailers.