Art Direction/Design: Chris Young
Lancaster Mall in Saint John, New Brunswick under went a $13-million floor-to-ceiling face-lift, and was looking to shed it’s aging logo along with the mall’s tired appearance. Their marketing team was looking for something fresh that would resonance with the younger generation on Saint John’s west side, without alienating it’s established customer base that has been loyally shopping there for over thirty years.
They were looking for guidance to steer them through the uncharted waters of establishing this new identity, website, direct mail, ads and promotions leading up to the grand re-opening party. All of these components came together within a three month time-line to for their grand re-opening.
Shown are the logo in it’s various forms, with and without the tag-line/website address, as well as the reverse version that will be used for signage, the stationery package, and then a couple logo applications, including the outdoor back-lit pylon sign. This 30 foot tall sign has yet to be built.
See also Lancaster Mall ads, and the Lancaster Mall website.
