After 50 years in Victoria, BC, Mayfair Shopping Centre has a lot going for it. It’s a trusted pillar on the island, for one thing. This is no small feat: Victoria has its own character, with a unique personality and outlook. Its demographic is incredibly diverse, including a large student population, West Coast alternative lifestylers, established families, and empty-nest parents. Mayfair
has managed to be a familiar face to all these groups
– a trusted presence in this community.
In today's competitive landscape, old school friendly
only goes so far. Mayfair's key advantage? Plenty of market-unique brands, with incredible depth in the most important fashion categories. To remain competitive, Mayfair needed to leverage that category strength against all the trust they’d amassed in a half-century – and present themselves with a bold new brand identity. We helped Mayfair to draft a youthful, energetic brand that brought these points home clearly and powerfully – and cued the centre up for its upcoming 50th anniversary.