Glenfield Mall identity
Creative agency UnsworthShepherd from New Zealand helped transition a chain shopping centre into a stand-alone brand for new private owners. Previously Glenfield had been a market gardens and then home to one of the original shopping centres developed in New Zealand.
UnsworthShepherd literally put the “all” in Glenfield Mall, providing a vibrant identity, design system and locally focussed storytelling. This helped establish a contemporary and fresh direction that connected to its community, its location and its history as a gathering place. The use of Cera Stencil Pro helped provide identifiable modernity in a robust design system. Instead of using corresponding Cera Pro UnsworthShepherd choose Brandon Grotesque as secondary typfecae for text on the web, parts of the signage and posters.
For a stronger identity original Cera Stencil Pro was modified for the logo: UnsworthShepherd created a new G and fi-ligature.
