Attracting retailers to a destination that doesn’t yet exist: that’s the power of a strong brand identity.
The Taplin Group wanted to attract retailers to their upcoming premium shopping precinct in Mitcham, South Australia. Nicknack developed the name ‘Mitcham Square’ as part of its strategic recommendation and developed a symbol that gave the impression of a towering citadel while resembling the letter ‘M’. A thorough competitor analysis helped to identify potential opportunities in terms of colour, positioning, visual language and brand personality. A sophisticated graphic language was also evolved that was applied across corporate stationery and the sales brochure.