Greenbelt: Reinventing Spaces & Redefining Experiences
Greenbelt Mall wanted to resurrect their mall during the COVID-19 pandemic by enticing shoppers with upcoming new stores. Building up curiosity was an important part of the plan while they were rebuilding the mall and planning store launches for the third or fourth quarter of 2021. With our help, we conceptualized building the covered the construction sites with beautiful graphic board-ups in order to excite shoppers.
WHAT WE DID
Board Up Design
INDUSTRY
Corporate
Design Brings Happiness
Makati City is an art district in addition to being known for its luxurious lifestyle and vibrant nightlife. So we were thrilled when our backdrop became a well-known Instagrammable location in Greenbelt. #GreenbeltFocus was a photo challenge by Leica to take pictures around the mall, and surprisingly, most participants chose to pose in front of the construction backdrop. The design was able to build the hype for the launch, and also allowed shoppers to enjoy their experience at Greenbelt while it was under renovation and empty due to the quarantine protocols.
Paint the Town Red
To represent everyone's excitement and optimism, we chose bright and bold colors such as blue, red, and purple. The use of such vibrant colors was intended to draw people's attention and distract them from the nearby construction site.
Ideas Under Construction
Designing for print without being physically able to see the size and location of where it would be put up was a design challenge for us. Due to the COVID-19 pandemic, we had to rely on imagination and communication to create accurate design solutions. This included ensuring that the artwork was balanced when viewed in person and that the colors printed accurately. It took a lot of trial and error, but the end result was a fun and quirky modern spin on scrapbook cutouts. This overall design was inspired by our sentiments about the pandemic. We all miss making memories with loved ones at our favorite places.
To tie all the campaigns together, we created graphics and GIFS following the concept of our board-ups for Greenbelt’s social media accounts. This was able to raise brand awareness and engage with audiences in a fun, creative, and interactive way!
