‘At Westfield’ is the place to be. Westfield

 
Challenge
Deliver a more cohesive visual identity to underpin Westfield’s brand personality – designed to give Westfield UK the freedom and flexibility to evolve and change with the passing seasons and years, but to do so within a clear, consistent and meaningful framework that communicates the company’s values and aspirations.
 
Insight
Be bold, be creative and be playful.
 
Solution
Westfield is the centre of fashion, fun, food and much more. It is a warm, welcoming hub for modern life; the best of everything, available to everyone, in one convenient place.
 
The strong sense of place helps to define Westfield and sets its apart. Nowhere else can people find such choice. As Westfield Chairman Frank Lowry says, shopping centres are used ‘not only for shopping’. Visitors are just as likely to come to eat, drink, see a film, or entertain their kids.
 
We categoriesed the different types of experience people have at Westfield. Each category feels part of the Westfield whole, while retaining individuality, personality and its own sense of identity and place 'at’ any shopping centre in the UK. 
 
In addition to the categories, which convey diversity and choice, we also developed the concept of 'at’, visually communicated through circles. The circles are an important part of the UK guidelines, focusing everything back to the idea of a powerful, united centre; a Westfield shopping centre that is even stronger than the sum of its parts. The circles, with their closed loops, symbolise unity and power, a key part of Westfield’s brand personality.
 
Results
A cohesive, detailed brand guideline document, which has been implemented in communications across UK centres.