In late 2011, Tandem Design was appointed by the Glenferrie Road Malvern Business Association (GRM) to develop their new brand identity.

The brief put simply: “We want our identity and advertising campaign to reflect what is great about our shopping precinct and not only unite and invigorate our centre but give our local businesses, landlords, and visitors a new sense of pride in our centre. We want Malvern to be a shopping precinct people want to frequent and stay and shop.”

On completion of a brand and communications strategy, we commenced the concept design and communications phase. First, we determined that the focus should be on ‘Malvern’ rather than Glenferrie Road Malvern. This approach would help to develop ‘Malvern’ as the brand, strengthen brand recognition and differentiate it from Glenferrie Road Hawthorn. Secondly, we worked with our writer to develop a positioning line, key words and phrases and tone of voice for written communications. ‘Make the most of Malvern’ was the clear favourite for the positioning line and overarching campaign message.

Our presentation to the GRM committee included three design directions including logo, tag line and a demonstration of how each option would apply across various pieces.

The chosen identity was unveiled at an official launch cocktail party attended by local businesses and dignitaries. It was enthusiastically received and has since been rolled out, including decals on shop windows, shopping bags, advertising, a map directory brochure and a website.