South.Point Shopping Centre

Southpoint, new name, proposition and identity for Canberra shopping centre.

One of Canberra’s main shopping centres, the centre had been part of the Tuggeranong Community for more than 30 years. A two-storey regional shopping centre, it features Coles, Woolworths, Harris Scarfe, Limelight Cinemas and is the only centre with Big W, Kmart and Target.

The centre is being revitalised with enhanced shopping, dining and entertainment experiences for residents in the south of Canberra.

The Challenge

While the centre had a loyal local following it hadn’t been refreshed or updated for a long time and this had added to some negative perceptions from both retailers and residents.

The name Hyperdome also carried some negative baggage to the perception of the brand.  To move forward, the centre needed a new name and identity to reposition the centre and build excitement around development and improvements on the way.

The Strategy

Working together with key stakeholders, we developed a new strategic brand proposition that focused the centre of being proud Southsiders. The new positioning of ‘everything south’ creates an aspiration for the centre to become the place for the best shopping, dining and entertainment experiences in southern Canberra. This also included strategic pillars that provided clear direction and aligned management, leasing and marketing teams to achieve this vision.

Our strategic naming process then identified several options for the new name before we settled on South.Point which helped us tell the story to ‘come South’.

Design Solution

Simple, clean and stylish the new South.Point brand identity takes its inspiration from foodie culture but isn’t a slave to it. The elegant, condensed type mark and arrow box that is the heart of the concept is deceptively simple. Welcoming, warm and directional it reminds us that here is where we’re talking about.

In its primary form, the typemark is protected in the arrow. There is also simpler horizontal and vertical lock-ups ensuring this identity is not only beautiful but is also easy to live with. Supported with a simple visual language and colour palette it has an everyday sophistication and charm that effortlessly communicates our offer.

The brand refresh is part of an integrated campaign across all the centre’s key communication assets, including social and local media. Initially, we developed a teaser campaign with some of the new brand imagery before introducing the new name and full branding.

Truly Deeply was the standout agency from the outset and they continued to impress us at every step throughout the process. The new brand was exactly what we were looking for.

Given that Hyperdome is 30 years old, some people are still getting used to the change but most of the key audiences love the new brand. In particular, retailers are really excited about the new brand and the future for the centre. The new brand is also opening up new conversations and helping us attract exciting new partnerships.

Adam Gill
Marketing Manager, South.Point