Hawaiian launches colourful new suburban shopping centre identity with Creative.adm

Hawaiian has partnered with Creative.adm to launch a new brand identity that puts people, stories and experiences at the heart of its suburban shopping centres.

With 11 shopping centres as part of its portfolio, Hawaiian has long cemented its standing as ‘the Centre of our Neighbourhoods.’ The new suburban brand refresh has taken an image-led approach, taking every opportunity to be bold, bright and real.

Claire Ridley, Hawaiian General Manager Brand and Marketing, says “Our suburban shopping centres are more than places to shop. They are part of the fabric of local communities. The brand refresh gives each centre a stronger sense of identity, while recognising the people who are at the heart of the neighbourhoods we serve.”

Building on Hawaiian’s existing ‘Centre of our Neighbourhoods’ platform, the refreshed identity gives Hawaiian a more expressive visual presence, supported through bold fonts, colours, shapes and imagery.

Marty Shearwood, Creative.adm Executive Director, said: “We worked closely with Hawaiian to capture the essence of what their brand means in local neighbourhoods, reflecting the connections these centres have on people and place. The result is a brand that stands out, shines bright and engages with people of all ages.”

With the brand now rolled out across print media, social media, digital, website applications, in- centre communications and other touchpoints, the new identity creates a consistent and colourful presence.

The refresh marks a new chapter for Hawaiian, helping to celebrate its suburban shopping centres as far more than places to shop – but where life happens, memories are made and opportunities are seized with both hands.