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Mill Woods 2011 REBRAND 100 > merit

Enterprise Rebrand
Country Base: Canada
Industry/Sector: Retail Stores, Property Developments
Below: Before and After Images in Slide Show, Summary, Credits

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Industry Setting
With the second highest shopping centre space per capita in Canada, Edmonton’s saturated retail market remains highly competitive. With 20 enclosed shopping centers, including Canada’s largest shopping center and Canada’s largest big-box center, you could shop in 12 stores a day for a year and you still wouldn’t reach all of Edmonton’s over 4,600 retailers.

Mill Woods’ image and reputation had suffered over the years due to limited communication in an uncertain period, further affected by three strong competitors in close vicinity. They needed a strategic platform to guide decision making and solidify their niche positioning in the minds of their audience and potential retail tenants.

The immediate opportunity for Mill Woods lay in embracing the “real” – the brand embraces the practical, down-to-earth offering that makes them authentically relatable. Mill Woods provides everyday practical solutions for real life needs – leaving shoppers with the satisfaction of getting things done. Through devices like the brand check mark and a clever icon set, we reinforce the practical simplicity of the brand, while the palettes of bright, bold colors are fresh and flexible. The brand voice is one of every day conversation – simple, relaxed, direct.

The brand strategy is playing a major role in the center's revitalization. The framework of making the lives of shoppers easier is informing decision making from leasing to guest services. The developed brand checklist is distributed to every new employee at Mill Woods, and the brand platform has been extended through print, radio, environmental, and soon, online.


Client: Mill Woods Town Centre
Regional Marketing Director: Belinda Davidson
Marketing Director: Georgina DeCardova
General Manager: Susan Denney

Brand Strategists/Designers: Cossette -
Creative Director/Managing Partner: Nick Richards
Designers: David Keeler, Amanda Martens
Director of Strategy: Ute Preusse
Account Services: Kyla Morishita
Director of Production: Denise Carefoot
Production Artist: Calvin Porter


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