BRAND & CREATIVE

‘St Marys Town Centre’
Brand Identity Development

— St Marys Town Centre —

Mind Methods was selected as the brand agency to lead the brand redesign for a non government organisation based out of Western Sydney.

Background

St Marys Town Centre (SMTC) is a board comprised of business leaders from the area, 250 retailers, service providers and speciality stores catering to the local community.

St Marys Town Centre Limited exists to engage and connect business and social communities to work together with local government, businesses, stakeholders, and the community to create sustainable growth in the heart of the west.

SMTC also play a vital role in the revitalisation and renewal of St Marys through placemaking projects and by improving the physical, economic, and social environment of the town centre.

STMC identified that a brand refresh was required to modernise the brand and embody the new strategic direction for the area. Mind Methods had to find a solution with broad appeal and flexible across a range of applications.

The challenge was balancing heritage with modernity. Communicating the rich industrial and indigenous roots of the area whilst highlighting the promise of growth and prosperity in St Marys from proposed infrastructure developments for the region over the coming decade.

Briefing & Information Gathering

It was important to establish a clear understanding of the client's identity. Being a non government organisation, our offering had to strike a balance in appealing to the multiple perspectives within the board and local stakeholders. We were provided a briefing guide which outlined the aspirations of the board and what they envisioned for their community.

This was instrumental in shaping the brand marks that would best express these values.

The Result

We went through several stages finding the right solution for the client. Through a thorough and structured process, we were able to identify key ideas to find the essence of St Marys Town Centre.

Our solution was flexible which allowed for several lockup variations. The designs were rolled out for letterheads and other stationery. We created a brand guide and provided a logo pack for the client to deploy to maintain brand consistency with all digital and print projects moving forward.

Our services included:

• Brand Planning

• Brand Development

• Logo Design

• Logo Extensions

• Corporate Identity

• Brand Guidelines

• Collateral Alignment

• Collateral Design

• Creative Strategy