CAMPAIGN
Yorkville Village Wellness Week
CLIENT
Yorkville Village
YEAR
2024
ROLE
Graphic Designer
DELIVERABLES
Digital Key Visuals & Social Media Graphics
THE BRIEF
Yorkville Village, a luxury shopping centre, needed a campaign to drive foot traffic and offer exclusive experiences through its Wellness Week, running February 22 to March 1. The campaign had to unite the centre’s master brand with its health, fitness and self-care tenants, including Nike, Equinox, Myodetox, Supernatural, Better Bar and Freshii, under one clear offer: the Yorkville Wellness Passport.
THE APPROACH
Working with the centre’s Creative Director, I led the visual identity and the omnichannel rollout. Balancing many tenant brands under one master brand demanded a strict visual hierarchy. To match Yorkville Village’s luxury positioning, I built a minimalist design system around refined, widely spaced typography and generous negative space. That framework keeps the Wellness Passport message clear and lets the tenants’ lifestyle and brand photography take centre stage without competing with the centre’s high-end look. I then carried the system across social posts, digital screens, in-mall directory displays and out-of-home placements, with a consistent call to action pointing to the Wellness Passport and the centre’s website.
THE RESULT
The campaign gives Yorkville Village a unified, premium presence for Wellness Week, linking the centre to its health and fitness tenants under one recognizable identity. It was designed to drive foot traffic and invite shoppers to unlock the Passport’s exclusive experiences, and it extends from the phone screen to the mall directory.
