Fashion Campaign + Lookbook
Southcentre is a well-loved super regional shopping centre in Calgary, Alberta. In order to reposition the centre to be fashion focused, but still very personal and friendly, we created a distinctive personality and visual signature, unique to them. The overall campaign showcases warm, bright backdrops, stunning fashion, and illustrated elements, presenting trends as a fashion authority. This was about an inspiring, optimistic feeling - a perfect balance of refinement and excitement. Combining all these elements allowed for a refresh of the Southcentre brand: inviting, confident and catalysing – setting the tone for future creative.
The spring/summer "Brave & Bright" campaign is a bold step forward from the previous year, featuring colourful fashion and hand-done calligraphic type which exudes both warmth and high fashion elegance.
/ Art Direction
/ Hand Lettering
Completed at Toolbox Design