In 2013, Alexandra Retail Centre was set amidst offices considered inaccessible due to the lack of public transport in the vicinity then. It was a mere “convenient centre” for office crowds. ARC established this problem and approached Ambrosia to develop a brand campaign to drive greater awareness to the retail box. ARC wanted to create a consistent campaign that would work all throughout the seasonal promotions.
Flexible Consistency. What seems like a paradox is actually possible. Using a flexible graphic element enabled us to create new and fresh materials that suited all occasions while the consistent look and feel aided in brand building.