Hawaiian
Brand development - Brand Development
The future looks bright
To tell this story, we need to start by going back a few years.
In 2023, Hawaiian unveiled their new corporate brand, designed to reflect their legacy, confidence and growing sophistication.
Taking an image-led approach, the new brand represented an exciting new chapter for Hawaiian – and their suburban shopping centre brand was next in line.
While the refreshed ‘Centre of our Neighbourhoods’ identity had already done a lot of the heavy lifting in shaping the story, sentiment and personality behind Hawaiian’s suburban shopping centres, it now lacked cohesion with the master brand.
Working closely with the Hawaiian team, we took time to plot how the evolution would work: a visual refresh that would complement the existing brand platform, tone of voice and messaging, while truly celebrating real people and moments.
Creative services
Brand identity
Copywriting
Brand guidelines
Social media campaign
AV production
Print materials and signage
Re-writing the rules
With 11 suburban shopping centres making up Hawaiian’s portfolio, the new brand had to appeal to a very broad demographic.
In taking a more image-led approach, we also knew we had the opportunity to be bold. To strip communications back to the fundamentals: punchy headlines, short, tailored body copy and a whole lot more personality.
We got colourful, we mixed and matched brand fonts, and we used shapes to frame imagery, highlight copy and just catch the eye wherever we could.
As for people, we got real. Any stock imagery was thrown by the wayside and replaced by the many neighbourhood faces of Hawaiian’s shopping centres. Customers and team members alike all had their time to shine, and the difference has been incredible.
All in all, we went loud. We made a statement. And we loved every minute of it.
Ready for tomorrow
With the new suburban shopping centre brand now rolled out across print, social media, outdoor, website applications and beyond, the transformation has been epic.
The refreshed identity now gives Hawaiian its own distinctive presence as a neighbourhood favourite, putting real people, real stories and real opportunities front and centre.
Additionally, the new suburban brand book and templates help to provide greater flexibility and adaptability for the brand to work across any touchpoint.
An exciting new chapter indeed!
“Our suburban shopping centres are more than places to shop. They are part of the fabric of local communities. The brand refresh gives each centre a stronger sense of identity, while recognising the people who are at the heart of the neighbourhoods we serve.”
Claire Ridley
General Manager Marketing and Partnerships, Hawaiian
You’re in good company
