Westfield 3. Relaunch

The last project I designed in the Westfield series was a brochure to promote and pitch their airport properties. See Westfield 1. Global Icon and Westfield 2. Fashion Focus for more info. This brochure was a sales tool first distributed at the trade show mentioned in Westfield 2.

The Westfield group, as mentioned in previous posts, revitalizes existing properties and this brochure focused on the airport retail environments that they do so well.

The booklet features my illustrations and map icons to visually tie-back to the other trade materials and trade show space. The content features statistics, location demographics and descriptions, maps of the various airport retail environments that Westfield was actively leasing.


-rm

Westfield 2. Fashion Focus

As part of the project described in the previous post Westfield 1. Global Icon I illustrated a series of "fashionable shoppers" to be blown-up to approximately 11 feet high and applied to the walls of the structure. These illustrations were used in all aspects of the trade show including collateral materials and on the cover of WWD.

Shown above is one example of the illustration style in the form of an early concept for the overall project. This early concept featured "cut-out" images in clean whites and neutrals with bright accents of signature red.

Shown below are the illustrations using the final Westfield palette. For their final application, the illustrations were manipulated in many ways including a variety of pattern fills and overlapping typography.



-rm

Westfield 1. Global Icon

Another project with Axiom was for their client Westfield. The Westfield Group is a retail property group (world's largest) operating 119 shopping centres in Australia, New Zealand, the United Kingdom and the United States. They buy aging/failing mall properties and overhaul them. They do this exceptionally well, from my own consumer point of view, so I was excited to work on the project.

The first project was to refresh Westfields trade environment (booth) at their retail properties show in Las Vegas. The trade booth was very corporate and didn't really feel like their properties which are warmer, modern/fashion-forward, and inviting. The change was to be primarily a surface change and not a total rebuilding.

I generated a few overview concepts featuring new palettes, illustration styles, graphics, display techniques and finishes that were applied to elevations from their existing trade booth. The overall palette shifted back to focus on their primary corporate colors (red and grey) to ensure they would have instant brand recognition at the show.



Once the project moved to the development and production team, I focused on creating artwork that would be applied to the concept. One such project (the feature of this post) was a wall that featured a map of the world that highlighted Westfield's global property locations. I developed the map starting with a series of icons (shown) I illustrated to describe the many features of a Westfield property ie; shopping, dining, etc. The icons would then form the continents of the map (shown).

-rm