Repositioning a large retail destination
Dress Smart Tawa was recently sold to new Wellington owners who needed to rebrand and create a bespoke and singularly recognised destination for outlet shopping in the Wellington region. The new brand needed to talk to retail consumers while also performing a business-to-business (B2B) role to current and prospective retailers.
The brand proposition is based on the consumer’s experience and benefits of having a large range of options and significant deals all under one roof. The resulting visual identity is a balance of vivid quality fashion cues with bold and eye-catching colours and executions.
We extended the brand through a wide range of media including print campaigns, TVCs, web banners, POS and billboards.