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Read the following case study to see how Six Black Pens helped a Melbourne shopping centre attract and engage with a new demographic.
"I love Oli’s enthusiasm and passion for his work, no job is too big
or too small and Six Black Pens always delivers. The new style
created for Pran Central has assisted us to develop a stronger
presence in the marketplace and reposition the centre as a place to
go on Chapel St."
Jocelyn Brackenbury, National Marketing Manager
Precision Group
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Pran Central Shopping Centre is located on trendy Chapel Street in Melbourne. Based in a large historic building, the centre is iconic in the popular shopping district. However, location is not always a guarantee of getting shoppers through the door. Six Black Pens is working in association with the Marketing Department, to develop a look for the centre which represents the changing retail mix in the centre and attracts a new demographic. The shoppers Pran is trying to attract are typically younger, more fashion conscious and have a higher disposable income.
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The challenge has been to find a balance between portraying the centre as contemporary and stylish, without over promising. The centre is in the process of redevelopment, and is looking to attract more high-profile stores, but currently has an eclectic mix.
One of the strengths of the centre is its heritage building, as such this forms an important element for the brand. Six Black Pens has looked to develop a style for Pran which combines a sense of tradition with an eye for the contemporary.
The logomark for the shopping centre is a line illustration of the building exterior. Visually this represents the basis for the brand, which appears on all advertising and communications. However, it was decided that a secondary element was needed to reinforce the heritage feel. So a ‘baroque’ wallpaper pattern was developed to work with whatever colour palette is being used. It appears as a subtle detail in the background of many designs for the centre.
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The style also includes a script display font, Zapfino. This is used to deliver the more emotive messages, such as the new strapline for the centre ‘...the new destination on Chapel’. It also echoes the classic elegance of the building itself. The sense of tradition shown in these elements is just one side of the new brand, and this has been offset with more contemporary elements. A more utilitarian typeface, Swiss, has been introduced as the workhorse. The combination of short bursts of type set in Zapfino combined with big block caps in Swiss makes for a more sophisticated look.
We have also developed photography as a strong brand element for the centre. Posters and press advertising have been designed using images that reflect the demographic that we wish to attract, such as the youthful, fashion conscious people you might see in and around Chapel Street.
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Once the brand look had been set for Pran Central’s collateral, Six Black Pens went through the process of developing a range of material which reflected the new style. This has resulted in the extension of these brand communications across press advertising, in-store signage, store directories, flyers, front-end branding for websites, and we’re currently working on a Winter brochure.
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