Creating a new brand.
Westfield.
A Storytelling Brand.
As we researched and planned, we understood that Westfield’s brand was deeply rooted in their long, successful history. The best way to convey that steeped heritage was through narrative storytelling. Focusing on the successful past while keeping an eye on a bright future. “New & True”.
Brand Strategy Positioning | Concept Direction | Creative Direction | Photography Supervision | Art Direction | Writing
Brand
Microsite.
We created the “This is Us” Company Profile to share
the Westfield story on an interactive digital platform
including our value prop and rich history
Brand Standards Guide.
The brand standards guide is a thorough and complete dive into the Westfield brand.
Creative Direction | Art Direction | Writing
A different
branding
tool.
Co-Branding is an
effective branding
tool that benefits
both parties.
A complete story.
The New York Times reported that “storytelling with metaphors rouses the sensory cortex, taking the reader/viewer to a place where they are actually experiencing ‘leathery hands’ or ‘lavender musk,’ when they see them onscreen or read the words on the page.”
I was involved in all aspects of bringing this brand to life. And it was an honor and a privilege to bring this brand to life. Built on a foundation of narrative storytelling, introducing new products and technologies as well as speaking to a variety of audiences gave us a wide creative platform.
From narrative imagery to storytelling messaging, an updated workspace, traditional marketing to a rich online presence. All blend together, creating their new brand.
