digital marketing
WESTFIELD HITS THE RESET BUTTON
Matching sites show the developer ’ s full shopping experience through a digital window
Scentre Group recently revealed a new visual identity , making the move to a more contemporary and colorful brand . To align with the change in direction , at the end of April Westfield launched two new websites : westfield . com . au and westfield . co . nz . A more fitting representation of the full Westfield experience and its offline offering , the digital-first visual identity brings together all of its main lifestyle channels : food , fashion , dining , entertainment , and community . With the purpose to support a “ truly connected customer experience ,” both of the sites use digital technology to enhance the physical space and bridge the gap between incenter and online activity .
“ We ’ ve taken [ lessons ] from our connected network and applied these to our new visual identity . Rich content has proven to be the most engaging format , especially across our digital in-center channels , creating a powerful point of connection ,” noted Phil McAveety , director , customer experience , Scentre Group .
“ To continue to support this content we have built our new visual identity with a digital-first approach , incorporating video [ and ] animation , and dynamically changing content . Additionally , with so much varied content across our channels , we focused on creating a more flexible design that [ could ] work across brand , retailer , and customer content , while maintaining Westfield identity and quality .”
Still responsible for leading brand communications , the iconic Westfield logo will be backed by a new “ W ” graphic . As seen on both of the homepages , the capital letter will function as a digital window to the Westfield experience . In addition to the graphic device , the new look introduces an ever-changing color palette to better showcase campaign and retailer content , as well as other online features such as rondels , versatile fonts , dynamic moving angles , clean typography , easy-to-recognize iconography , bespoke center patterns derived from architectural center facets , and a more conversational tone of voice .
“ Launching across the 40 new websites in the Scentre Group portfolio , the new brand look and feel will also come to life within Westfield ’ s connected network of more than 1,500 SmartScreens and SuperScreens , e-mail , digital directories , and the Westfield mobile app , before rolling out to non-digital touchpoints ,” the company brief reads .
Australian Geographic imagery sets the scene online .
The newly redesigned websites support the Westfield brand and deliver retailer content .
Beyond showing off clean lines and cool fonts , the matching sites foster innovation and communication with the addition of new digital shop fronts . Highlighting the role of its retailers , the function allows shops of all sizes the opportunity to self-publish . With more control of brand representation , each retailer is able to market its own products , services , personality , and staff within the new adaptable visual identity . Led by the evolution of shared shopping habits and the customer experience , Westfield will count on datadriven and retailer-driven content , personalization , and open dialogue with reviews and social feeds to increase social connection and strengthen community relations .
Following the first phase of the launch , the Westfield sites and its online presence will continue to evolve and expand . Shoppers will benefit from the incorporation of dynamically updated and contextualized information . From up-to-the-minute movie times to car parking capacity to rainy-day inspiration , the brand is ready to re-define convenience .
“ Content will be based on customer insights , served according to the time of day they are viewing it , where they are viewing it , in-center or out of center , giving customers the right information , at the right time ,” the Scentre Group team added .
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