Shaping a neighbourhood within a neighbourhood
Richmond Traders is a modern market precinct conceived and built by leading local developer Grocon. They came to us with a vision to create a magnetic destination to draw people to the community and help the local economy flourish.
To help Grocon realise this opportunity, we set out to identify the cultural space that Richmond Traders could own, develop an identity that would connect with the local community and create bespoke campaigns to attract target retailers and introduce the destination to the neighbourhood.
Beyond creating an exciting new destination for locals to shop, socialise and connect with the community, we saw the potential for Richmond Traders to have an even greater impact.
By seeking opportunities to subvert expectations, Richmond Traders would become a place that was innovative yet attractively familiar – acting as the catalyst to reinvigorate Richmond’s cultural identity.
Most importantly, it would boldly place the community’s needs and aspirations at the fore to curate diverse urban experiences that marry culture, convenience and commerce. This informed our positioning idea – ‘enriched urban life’.
Attracting authentic brands
By creating a ‘neighbourhood within a neighbourhood’, we sought to attract brands that were authentically ‘Richmond’ while providing an incubator for emerging talent and new ideas.
We harnessed this dynamic energy through a playful leasing campaign, bringing the vibrancy of our place to life through watercolour illustrations and animations.
Grounded by the typography of the brand identity system, the campaign evoked the duality of city living while celebrating both the rich character of the neighbourhood and the possibility of what is yet to come.
Nestled in the heart of the suburb, Richmond Traders was envisioned as a place to connect with the people, produce and experiences that characterise modern urban culture – and the retail identity had to reflect that.
Remaining authentic while reimagining the future
From strategy through to launch, we ensured that Richmond Traders stayed true to its identity. We developed a multi-channel marketing strategy to introduce it to the neighbourhood as more than just a shopping centre, but as ‘Your new urban market’ – a place ‘Alive with flavour’, ripe for cultural exchange and positioned to energise and uplift the community.
Today, Richmond Traders has emerged as a pillar of local life, even anchoring the development of the innovative new build-to-rent apartment offering, Home. Most importantly, it has done so while retaining an identity that is authentic to Richmond, respecting its heritage, reinvigorating its present and reimagining what it might become.