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