BRAND REVITILIZATION
Stanley Park Place
CLIENT
First Capital REIT
YEAR
2025
ROLE
Brand Designer
DELIVERABLES
Logo, Brand Identity, Marketing Key Visuals
THE BRIEF
First Capital REIT asked me to refresh the logo and visual identity for Stanley Park Mall as it prepared to be renamed Stanley Park Place. The new identity needed to reflect the centre's new direction while staying true to its roots. It also had to align with First Capital's brand and position the centre as a vibrant, community-focused, one-stop shopping destination.
THE APPROACH
I simplified the original logo into a clean, outlined tree mark, kept the centre's heritage and paired it with Lato, a modern sans-serif that aligns with First Capital's branding. I streamlined the palette to a bright, trustworthy blue supported by a soft light blue and white. To bring the community focus to life, I turned the tree mark into a flexible graphic element that frames photography of local shoppers and families. I paired it with friendly, everyday messaging like "New look. Same convenience." and "Meeting your everyday needs."
THE RESULT
The final identity gives Stanley Park Place a fresh, cohesive look that reflects its vision as a one-stop destination for the community. The new logo appears on the centre's pylon sign, and the system extends across street banners, shopping bags, transit shelters and digital ads, giving the centre a consistent, welcoming presence wherever shoppers see it.
