New campaign theme reflects redevelopment and customer aspirations


Cranbourne Park is a sub regional shopping centre in Melbourne’s south east. The centre is at the heart of Melbourne’s population growth area and is close to the tourist destinations of the Mornington Peninsula and South Gippsland.

When we started working with Cranbourne Park they were in the final stages of a major redevelopment and the opening was only months away. During the development, ‘Discover the difference’ had been consistently communicated. This needed to evolve into a cohesive launch campaign to shift the excitement and reflect the new centre.

Truly Deeply was tasked with developing a new campaign theme. We needed to evolve the discover idea and inject personality, engagement and emotion. The brand communications needed to reflect the new development but also connect with locals who were not currently shopping at the centre.
Strategic and design solution
Inspired by the ancient Japanese art of origami, we created a refreshing and flexible way to visualise the brand’s promise of ‘discovery’.

The origami theme enabled us to wrap and unwrap the shopping experience to provide a standout brand image that captures and engages the target audience. It also helped us to change perceptions of the centre by creating an inspiring and aspirational image of the new Cranbourne Park.

With the origami theme we created a unique canvas that brought to life the brand’s pillars of ‘everyday easy, families first, a splash of style and casual dining’. The concept design was then seamlessly evolved from the launch into seasonal and promotional campaigns.



The new visual language provides a strong, distinctive and consistent brand image. There are also endless ways to keep the marketing constantly fresh and engaging through the year and beyond. The concept also provided exciting opportunities for activation both inside and outside the centre.


Ultimately, the origami idea provided a stunning new campaign image that brings to life the aspirations for the new centre and its customers. It encouraged people to not only discover the difference of the new centre but also motivated them to ‘keep discovering’ Cranbourne Park.

How we helped Cranbourne Park
Campaign strategy and design, advertising, digital and social media design, website design, billboard and hoarding design, promotions and in centre activation.

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