– Mark Hickmott
Set against the backdrop of an emerging city renaissance in downtown Edmonton, Manulife Place — a distinct, multi-use property — was committed to taking bold and important steps to enhancing the public perception of this iconic retail space. We undertook a rebranding project to raise awareness and demonstrate to retailers and consumers alike its unique value proposition amidst a crowded and growing Edmonton retail market.
Research & Strategy
Identity & Branding
Design & Signage
Understanding the evolving reality of downtown Edmonton — the massive urban, residential and retail revitalization, the changing demographics, shifting consumer trends and shopping habits — helped to inform our strategy that Manulife Place could play a vital role as a champion to a city undergoing a vital transformation.
– Brian Levac
With Edmonton transforming, Manulife Place had to speak to Edmontonians in a visionary, aspirational way. The tagline, Exclusively Edmonton, became Manulife Place’s way of celebrating and showing support for a city’s vision — a recognition that Edmonton, and its people, have exclusive qualities worthy of celebration. It also became a vehicle to speak to its exclusive shopping and dining offerings.
– Sam McLoughlin
The meaning of the original mark had become unknown and the logo itself appeared unrefined. Yet it did possess some brand equity and legacy associations we could not ignore. We therefore undertook a slight refresh and modernization of both the word mark and symbol. The result: an acknowledgment of Manulife Place’s important past, and, a commitment to staying fresh and relevant for the future.
Key to our brand building was a celebration of Manulife Place as a destination for style and luxury. The visual identity had to capture the movement and energy alive and visible in the city and begin to paint a picture of the Manulife Place shopper as a stylish contributor to a city in transformation. The creative blends city and citizen together with vibrant, colourful paint strokes, each wearing the other proudly, creating a portrait of style and substance.
The new website had to at once deliver the logic and promise of the new brand foundation. As the biggest touch point and most important channel, the site had to be optimized, discoverable, responsive, and deliver ongoing value to shoppers and visitors of downtown Edmonton. Key to our strategy was to ensure the site would be much more than just a static directory but a responsive, dynamic source of relevant news and information. In addition to providing an elegant stylish user experience, a blog and content strategy became pivotal to building awareness and traffic.Visit website
With ongoing signage needs, both inside and outside the property, we gain more and more opportunities to tell our brand story in highly visual and creative ways. Each installation becomes a new canvas to paint a different portrait of a stylish Edmontonian connected to their city in motion.
Enhancing their existing Facebook channel as well as setting up new Twitter and Instagram accounts allowed us to further strengthen relationships with fans and customers. Audience reach, followers and influence grows daily through a content strategy that clearly embeds Manulife Place within the heart and happenings of Edmonton news, events, life and culture.