Designed for Life

Westfield - Scentre Group

A strong culture exists within Scentre Group and the Westfield brand is intuitively known and understood by those who work in the organisation. However the articulation of the Westfield brand had not been fully resolved in terms of words and vision…how do we express the brand in a meaningful way?

The Purpose Statement, “Creating extraordinary places, connecting and enriching communities” does a great job for the Scentre Group brand, but we needed a complimentary value proposition for the Westfield brand. This is after all the consumer facing brand associated with the customer experience.

Working alongside Director Customer Experience, Phil McAveety and the Scentre Group team to create the brand platform and value proposition for the Westfield brand, and then a clear and concise expression of this was the challenge.

Simultaneously a combination of brand clustering and shopping factors were used to create 10 distinct consumer segments. Scentre Group’s Strategy and Research teams understand these segments really well, however the data was deep and too complex to share across the organisation in its original form.

The opportunity for Ink was to assist in the distillation of information, to bring the segments to life through iconography, image and a common language, which works across a broad range of business units.

For the purpose of introducing both the brand positioning and consumer segmentation to the group, a brochure and video were created, which could be presented and shared with everyone across the organisation.

“Ink’s contribution to this process delivered a clear visual expression of our brand; we have a powerful vision and proposition that can now be easily shared across the group”

Steven Mitchell

General Manager, CX Strategy & Planning, Scenter Group

Customer Experience_ Brand Articulation Video