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Case Study – Moonee Ponds Central

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Moonee Ponds Central – Upgrade

Moonee Ponds Central (MPC) is more than a destination for shopping, it’s a place where local people visit, belong, connect and work.

A shopping centre, like any other product or service, must work to create, maintain and promote its brand. To successfully maintain that brand, shopping centres must work hard be consistent, patient and clear in their brand advertising. A brand does not remain relevant over time unless it is constantly reinforced and refreshed. A well branded shopping centre can dominate its market, provide superior sales opportunities for its tenants, while also being more successful in attracting the most desirable consumers.

Moonee Ponds Central’s unique, relevant and engaging shopping experience includes key tenants Coles, Aldi, Kmart and over 60 specialty stores.

In Moonee Ponds Central’s (MPC) Centre Manager’s words “Our most visible brand is signage, it’s seen by thousands of people each day, I want it noticed for the right reasons.” One of the goals of successful branding is to create “top of mind” awareness so that when a consumer has a specific need a well branded centre becomes the first destination.

Utilising Moonee Ponds Central (MPC) new brand strategy to secure desired retailers and consumers to the shopping centre? Icon Creations were engaged to develop concept drawings to modernise and create a more dynamic presence for Moonee Ponds Central (MPC) external branding signage to significantly improve the centre’s current positioning, branding strategy providing a  fresh and compelling outcome – “will it get noticed for the right reasons?”

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