When Westfield Retail Trust (WRT) listed on the ASX following demerger from the Westfield Group, Precinct was brought on board to develop a new identity. The annual review was a key piece of collateral that featured the new identity.

The Westfield brand is highly recognised in the marketplace, so our strategy took an evolutionary path, taking its idiosyncratic logo and the distinctive red as key elements in the new WRT logo. In support a complementary colour palette was also developed along with a unique graphic device.

Traditionally, and rather surprisingly, photographs of shopping centres rarely show people. Precinct recommended that WRT’s assets be depicted as places where people gather, where they shop and are part of a retail community. A combination of reportage style, back and white and colour photography gave the annual review a point of difference from its competitors in the property sector.

The refreshed identity unified the company and presented it as a modern, cohesive and professional organisation. The new look turned heads and encouraged positive comment within the retail trust industry.