A Place of Belonging
Strategy & Positioning
Advertising and Campaigns
Signage and Wayfinding
Māngere Town Centre stands apart from the monolithic malls springing up around Auckland, with a particular focus on the vibrant local community and a defined Pacific Island influence running through the stores. We worked to capture some of the local pride, distilling the essence of cultural diversity unique to the Māngere area into a brand that creates a warm space, inclusive of all.
We produced a launch campaign centred around a simple invitation to visitors: “Love Your Town Centre” – a message of ownership, belonging, and mutual respect. We captured portraits within the mall, stopping random passers-by who were all too happy to pose in support of The Town Centre. And we developed a vibrant colour palette drawing inspiration from iconic imagery of the Pacific – tones representative of the ocean, sand and sun; all coming together in one place.
Throughout our time working with Māngere Town Centre, we’ve seen the power of design to not only influence perception, but to build genuine loyalty – with a decline in graffiti and tagging in the area, a renewed sense of cultural inclusiveness, and an increase in sales from customers traveling from further afield. The outcome has been a renewed focus on the one-of-a-kind cultural offering of the mall, in a space loved by everyone.