Revitalising a Local Shopping Centre Brand

Through a revitalised platform and collaborative campaign execution, we’ve strengthened Åsane’s brand position while supporting ongoing commercial success.

Åsane Storsenter had high customer awareness, but lacked a unifying identity across campaigns. The centre needed to become more recognisable and emotionally relevant, particularly for residents in Åsane, and build a position as a contributor to the local community. At the same time, internal teams wanted better structure and tools to maintain consistency throughout the year.

With a wide mix of campaign types (sales-driven DMs, seasonal brand campaigns, a Christmas magazine, and ongoing retail initiatives), the challenge was to bring everything together without becoming generic.

We started with the brand: developing a clear strategic foundation, including a tone of voice, visual identity and a core platform called Hjerte for Åsane (“Heart for Åsane”). In close collaboration with the marketing team at Åsane Storsenter, we created a flexible design system, including a refreshed font palette, new colours, adaptable layouts and campaign-specific templates that work across all seasonal and tactical campaigns.

Our role spans concept development, art direction, campaign planning and execution, from seasonal launches like Klar for Høst to rich brand expressions such as Julens magiske øyeblikk, with a full-scale Christmas magazine, in-house photo shoots and experience-led storytelling. We tailor the creative expression to the campaign type, so that each campaign builds both sales and brand. The result is a recognisable and joyful brand system.

Photo: Øystein Haara

Stylist: Rikke Straus