Art Direction/Design: Chris Young

Lan­caster Mall in Saint John, New Brun­swick was under­go­ing a $13-million floor-to-ceiling face-lift, and was looking to shed it’s ageing 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 for over thirty years.

They were looking for guid­ance to steer them through the unchartered 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 timeline to for their grand re-opening.

Shown are the logo in it’s various forms, with and without the tagline/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.

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