King & Partners transforms Aventura Mall

Aventura Mall is the largest conventional shopping mall in Florida, located, as the name suggests, in Aventura, a northern suburb of Miami. Due to its imminent expansion, a super-regional shopping mall in Aventura, Florida, there was a demanding need for the mall to reinvent itself and remain competitive against other premium malls, while staying recognisable and relatable to its current customers.

To achieve this, Aventura Mall and its NY-based creative agency, King & Partners, have now announced a rebrand and advertising campaign. The objective is to develop a fresh and modern brand identity that can reach a wider audience in all target markets.

Alan Philips, chief branding officer of Turnberry Associates, the real estate company who developed Aventura Mall, says, "Tony and his team seamlessly marry the worlds of creativity and digital. It is rare that one agency can provide you with world class creative work and digital execution and distribution, but that exactly is what they have been able to achieve on the Aventura project.”

Following extensive research about the mall’s target audience, competitors and objectives, King & Partners designed a brand that addresses both new and existing customers. Furthermore, the rebrand features a new tagline, ‘A World to Discover,’ reflecting the transition from a strictly retail-centric approach to a wider experience of culture and style.

King & Partners designed a new logo, typeface, color palette, and brand guidelines, which will be consistently featured both in a digital and a print format across all of the brand’s channels. The agency also came up with a name and brand identity for the new VIP lounge, Level Three. 

The ad campaign which was developed to introduce the rebrand consists of digital and social components, banner ads, OOH and print marketing materials. The campaign changes how a modern mall is perceived, while staying true to Aventura’s promise to broaden and diversify consumer experience and showing appreciation for contemporary art. 

For more from Transform magazine, follow us on Twitter @Transformsays