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Westland Shopping

strategy | positioning naming | logotype | stationery | folder 1 | guidelines | signage | signage / retail architecture | web | newsletter | poster | advertising | goodies

The Westland Shopping Center mall is located at the heart of Brussels in the commune of Anderlecht. Built in 1972, its identity had become obsolete and incoherent. It was time to redefine its guidelines and differentiate the place.

Working with the mall managers and a specialist firm, Hoet&Hoet first carried out
a market study. It then sought to put words to ideas to define a positioning that could be translated into all types of media and forms of communication. The message is based on four positioning keywords and the tone of voice: conviviality, accessibility, diversity
and discovery. A warm tone, open and welcoming, positioning the "Westland Shopping"
brand as a village in the heart of the city, a village where it’s nice to walk around.
Hoet&Hoet developed a colourful identity that reflects the diversity of brands and the people who go there, with transparency effects that emphasize accessibility, meeting and sharing.

The graphic identity highlights content and invites to discovery, providing a multi-dimensional visual experience. The jingle (a whistled tune) punctuates audio messages and creates a feeling of closeness with listeners.

This is a very personal space open to all. The mascot humanizes communication which translates into the baseline: "Westland Shopping, a walk of choices".

> click to download the Westland poster

Westland meb 1 - hoet-hoetWestland meb 2 - hoet-hoet
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> strategy

Westland stat 01 - hoet-hoetWestland stat 02 - hoet-hoetWestland stat 03 - hoet-hoetWestland stat 04 - hoet-hoetWestland stat 05 - hoet-hoetWestland stat 06 - hoet-hoet
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> logotype

Westland logo 01 - hoet-hoetWestland logo 02 - hoet-hoetWestland logo 03 - hoet-hoetWestland logo 04 - hoet-hoetWestland logo 05 - hoet-hoet
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> stationery

Westland stationery 01 - hoet-hoetWestland stationery 02 - hoet-hoetWestland stationery 03 - hoet-hoetWestland stationery 04 - hoet-hoet
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> folder 1

Westland folder 01 - hoet-hoetWestland folder 02 - hoet-hoet
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> guidelines

Westland guidelines 01 - hoet-hoetWestland guidelines 02 - hoet-hoetWestland guidelines 03 - hoet-hoetWestland guidelines 04 - hoet-hoetWestland guidelines 05 - hoet-hoetWestland guidelines 06 - hoet-hoetWestland guidelines 07 - hoet-hoetWestland guidelines 08 - hoet-hoetWestland guidelines 09 - hoet-hoetWestland guidelines 10 - hoet-hoetWestland guidelines 11 - hoet-hoetWestland guidelines 12 - hoet-hoetWestland guidelines 13 - hoet-hoetWestland guidelines 14 - hoet-hoetWestland guidelines 15 - hoet-hoetWestland guidelines 16 - hoet-hoetWestland guidelines 17 - hoet-hoetWestland guidelines 18 - hoet-hoetWestland guidelines 19 - hoet-hoet
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> signage

Westland picto 01 - hoet-hoetWestland picto 02 - hoet-hoet
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> signage / retail architecture

Westland signage 01 - hoet-hoetWestland signage 02 - hoet-hoetWestland signage 03 - hoet-hoetWestland signage 04 - hoet-hoetWestland signage 05 - hoet-hoetWestland signage 06 - hoet-hoetWestland signage 07 - hoet-hoetWestland signage 08 - hoet-hoetWestland signage 09 - hoet-hoetWestland signage 10 - hoet-hoetWestland signage 11 - hoet-hoetWestland signage 12 - hoet-hoetWestland signage 13 - hoet-hoetWestland signage 14 - hoet-hoetWestland signage 15 - hoet-hoetWestland signage 16 - hoet-hoetWestland signage 17 - hoet-hoet
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> web

Westland web 1 - hoet-hoetWestland web 2 - hoet-hoetWestland web 3 - hoet-hoetWestland web 4 - hoet-hoet
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> newsletter

Westland newsletter 1 - hoet-hoet

> poster

Westland poster 01 - hoet-hoet

> advertising

Westland ADV 01 - hoet-hoetWestland ADV 02 - hoet-hoet
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> goodies

Westland goodies 01 - hoet-hoet

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