Scentre Group has unveiled a new brand look and feel coinciding with the re-launch of the Westfield.com.au and Westfield.co.nz sites.
This digital-first visual identity sees a shift towards creating a more contemporary, invigorated and colourful brand, reflective of Westfield’s in-centre experience.
The iconic Westfield logo will continue to lead brand communications, supported with a new ‘W’ graphic device, functioning as a ‘digital window’ into the Westfield experience.
The new look also introduces an ever-changing colour palette to better showcase campaign and retailer content, tying together a consistent visual across the digital and physical experience.
Additional features include dynamic moving angles, bespoke centre patterns derived from architectural centre features, easy to recognise iconography, clean typography, rondels, versatile fonts, and a more conversational tone of voice.
The new websites have been developed to support a connected customer experience, using digital technology to complement and enhance the physical Westfield offering.
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, including more than1,500 SmartScreens and SuperScreens, email, digital directories, and the Westfield mobile app, before rolling out to non-digital touch points.
Just like the physical Westfield experience, retailers play a vital role in the new Westfield.com.au and Westfield.co.nz, with the key addition of new digital shopfronts.
This function allows each retailer to bring their own personality, products and bespoke offering onto the site, complimenting the physical in-centre experience.
From the smallest coffee shop to the biggest department store, the new digital shopfronts allow retail partners to ‘self-publish’ content, giving them more control in how they present their brand, their products, offers, services and staff, all within the new adaptable visual identity.
The new sites now better reflect the offline offering, with a clear focus on the full breadth of the Westfield experience, spanning food, fashion, dining, entertainment and community.
Following on from the phase one launch, the site will continue to evolve to incorporate dynamically updated, contextualised information, from up-to-the-minute movie times, car parking capacity or rainy-day inspiration.
Content will be based on customer insights, served according to the time of day they’re are viewing it, where they are viewing it, in-centre or out of centre – giving customers the right information, at the right time.
Phil McAveety, director of customer experience at Scentre Group, said: “We’ve taken on learnings from our connected network and applied these to our new visual identity.
“Rich content has proved to be the most engaging format, especially across our digital in-centre channels, creating a powerful point of connection.
“To continue to support this content, we have built our new visual identity with a digital-first approach, incorporating video, animation and dynamically changing content.
“Additionally, with so much varied content across our channels, we focused on creating a more flexible design that can work across brand, retailer and customer content, while maintaining Westfield identity and quality.
“Our centres are just as important as ever, but our customer’s shopping habits are changing, fuelled by digital technology. We recognise the opportunity for digital technology to further enhance the customer experience in-centre, starting with our core digital offering.
“This will be brought to life through data-driven content, retailer-driven content, personalisation, and open dialogue with reviews and social feeds.”