Brand positioning for one fo Melbourne's iconic shopping precincts


Communication design
digital design
experience design.

Project info

Client: GPT Group

To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of GPT Group.

The central business district's retail, entertainment and artistic hub

Melbourne Central is one of the city’s iconic shopping precincts and showcases the best in emerging and established retail brands and entertainment. In response to increasing competition, the Centre commenced a campaign to strengthen its brand equity by defining it's unique offerings to retail partners and consumers. I was tasked to help materialise the shopping centre’s new brand positioning across their various digital campaigns, spanning experiential graphic design and activations.

Communication design

The introduction of the new brand strategy coincided with the commission of a new brochure. This presented a unique opportunity to play with the centre's architectural lines and the contrast between old and new. The solution was to apply asymmetry to the layout which evokes feelings of modernism, movement, energy and vitality. The strategy was to position the centre as an experimental destination that is quintessentially Melbourne by articulating Melbourne Central's future aspirations.

Melbourne Central Leasing brochure. Photography by Tom Ross.

Delivering relevant and customised content to targeted audiences.

Melbourne Central is home to a range of Australian and international fashion brands from Nike, Country Road, Forever New, Gorman and Bul to Vans and Nique. As part of the Centre's offering, I designed collateral for cross-partnerships and seasonal promotions, ensuring relevant and customised content to target audiences.

EDMs were tailored for each persona. A soft Summertime colour scheme was curated for feminine audiences.

A darker summertime palette curated for male audiences.

Spotify for brands

As part of the Spotify for brands offering we engaged in several campaigns to promote seasonal sales periods. I created digital ads designed for viewability—an overlay is delivered when the user returns to the Spotify app, ensuring maximum brand impact. The immersive display unit is clickable and drives traffic to the Centres URL destination.


Designing for a retail context was both challenging and insightful because of the complexities of diverse audiences, competing interests of brands and the sheer speed at which things needed to be executed. Upon reflection, this project enabled me to hone my eye, attention to detail and grit. I'm proud to have help GPT’s Melbourne Central marketing establish the precinct as the country’s highest-ranking shopping centre by sales turnover per square metre, ROI of 12.3% and 100% occupancy.

Filed under