Bay Street shopping mall communication strategy.
Bay Street Shopping Complex is located in the heart of Malta’s entertainment, dining and nightlife district, and was the first shopping mall to open on the island. Offering a mix of retail, dining and leisure outlets, we were approached by Bay Street to lead their in-house marketing team in transforming their marketing and communications strategy and creating a strong and consistent visual identity.
Our firm worked alongside the Bay Street marketing team, leading on strategy and visual concept development. We first refreshed their colour palette, drawing inspiration from contemporary trends in the fashion industry and the seasonality of fashion and shopping. We then introduced a flexible, organic brand shape and a versatile and empowering tagline: At Bay Street YOU CAN. These formed the foundations for creating our recognisable visual identity, and was applied to all tactical, strategic and brand communications. We led the Bay Street team in creating and executing the overall marketing strategy and worked with them in an advisory capacity for seasonal campaigns and events.
Through our partnership with Bay Street, we delivered a highly visually consistent identity across all touchpoints for the brand, including billboards, print, digital, TV, radio, and events. The shopping complex experienced increased footfall and increased attendance at events, especially those targeting families. As a long-term collaboration, we were able to identify and capitalise on Bay Street’s strengths as a brand, as well as learn and respond to challenges to continually grow the brand.