Ivanhoe Cambridge
"Tellement nous"
Role / Art Director
Sister Branding for Montreal's Eaton Centre and Montreal Truste Centre - Design and Brand Strategy for New Unified Centres with Strategic Distinctions
Goals
1. Preserve
Maintain the brand's assets such as its reputation, its fashionable and modern brand image, as well as its accessibility
2. Reveal
Strengthen the production of engaging content across all digital platforms supporting retailers and the Ivanhoé Cambridge brand
3. Generate
Facilitated the production of annual promotional campaigns, in a low-cost way in the centers to increase traffic in stores during competitive periods
The centers are intended to be urban hubs that amplify Montreal's creative influence through its ambassadors.
Pain points
Several pain points have been identified over the years, preventing Ivanhoé Cambridge centers from becoming a pioneer and leader in its industry.
1. Traffic
Visits to the centers do not always convert into purchases, leaving retailers to their own devices when it comes to building promotional mechanisms.
2. Identity
The centers have too distinct visual identities, leaving questions about the identity of the parent brand. Quality should be reflected identically in both centers.
3. Cost
Seasonal campaigns have often been subject to financial problems that prevent them from supporting efficient mechanisms quickly and at a lower cost.
A multifaceted vision
Each model was chosen based on their multifaceted potential, reflecting the image of Montrealers, to become ambassadors for the centers. They therefore all have the ability to contribute to and enhance the centers' content production as micro-influencers.