A progressive new brand identity needed to be created to elevate Australia Fair’s market position as an evolved shopping centre now living in the heart of the Gold Coast CBD. Consumers of all backgrounds needed a reason to revisit Australia Fair, by seeing new life breathed into a Gold Coast icon shifting their preconceived perceptions - as was the case with potential retailers keen to secure a prime retail site in the CBD. The strategy needed to cut through the local competition by making a statement in progression, creativity and stylised direction.

The associated messaging needed to be clear, concise and consistent to complement a brand of simplistic sophistication. This new brand identity was to be used across all centre marketing including digital, signage, POS, outdoor media, print advertising and direct marketing initiatives.Stage one of the rebrand roll out has seen positive market traction gained, with consumer and retailer interest spiking notably through the recognition of a sincerely sophisticated repositioning of Australia Fair.