The project aimed to redefine Highpoint's brand identity by centering it around the concept "Story Starts Here." The goal was to align the brand with the evolving needs of their customers, positioning their centers as more than just shopping destinations, but as the starting point for personal journeys and experiences.
The new brand identity framed Highpoint as the place "where the story starts," creating a strong emotional connection with customers, making the brand more relevant in their lives.
The campaign highlighted that every visit to their centre marks the beginning of a new story. Whether it’s a day with friends, a family outing, celebrating Mother’s Day or a personal shopping experience, the messaging emphasised that Highpoint is where connections are made, inspiration is found, and individual journeys begin.
Art direction
Brand identity
Campaign