Built in 1973, the Westland Shopping Center has grown to become a must-see shopping destination in the west of the Brussels Region. Within time, its identity had quickly become obsolete and incoherent to its values and needed to be redesigned in alignment with a new strategic approach.
A market study was first carried out to help define the perfect positioning that was later translated into all types of media and forms of communication. This positioning was focused on four main keywords that defined a more unique and personal tone of voice: conviviality, accessibility, diversity, and discovery.
In alignment with the new positioning, we developed a colourful identity that reflects the diversity of the different shops, brands and customers, emphasizing the concepts of accessibility, meeting and sharing.