A large-scale rebrand 43

Federation Centres
An engagement to develop a wayfinding strategy for 35 centres evolved into a large-scale rebrand of Federation's 71-strong property portfolio over a two year + period.

Becoming Federation

Following a tumultuous few years during the GFC, Centro – the property giant with 41 centres nationally – narrowed its focus to Australian shopping centres only. By the end of 2012, Centro was ready to rebrand.

Centro Retail Australia would become Federation Centres. The name reflected an important step in how the company would operate, “respecting the individuality of its part but strengthened by being part of a wider group”, anchoring their new brand with a promise: Love our local shopping.

The project from our perspective was a tremendous success, thanks in the most part to the Diadem team. You were a pleasure to deal with, always accommodating and made my life so much easier! THANK YOU!

Justin Krzywokulski | Regional General Manager, Federation Centres

A growing footprint

We started with 41 national centres, which grew to 71 by the end of the project. Each one would need to rebrand and not just with a new colour either.

The rollout was about “respecting the individuality of its part” and required a solution that individualised each centre. Site-specific audits and journey planning was carried out and a wayfinding strategy developed for each centre.

This was a focus on building great customer experiences – a complex enterprise, involving strategy, design, technology, cross-channel integration, brand management and human behaviour.

A 3-stage process

Diadem was originally engaged in developing and implementing a wayfinding strategy for 35 shopping centres. Our task was to consider the customer experience, customer journeys, wayfinding and car park signage.

The scope quickly expanded and would cover 71 Federation Centres over the following 2+ years and would include:

  • Wayfinding audit and strategy
  • Customer experience review and strategy
  • Journey planning
  • Design and documentation
  • Industrial design
  • Construction documentation
  • Site documentation and planning
  • Standards manual and suite of signs
  • Project management: procurement, manufacture and installation.

The rebranding of the national portfolio was delivered in phases to reflect priorities within the portfolio and the time-constraints associated with the program.

Diadem assisted in developing the next generation of Federation Centres to deliver an experience that sets it apart from its competitors and inspires loyalty to its brand.

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