Westfield Group has one of the largest shopping center portfolios in the world with 87 centers in Australia, New Zealand, United States and the United Kingdom. In a joint venture with the Port Authority of New York and New Jersey, Westfield will be developing a new retail experience at World Trade Center (opening in 2015) and a modern transportation hub at Broadway and Fulton Street. NEO was engaged to help market these new destinations and the surrounding neighborhoods by capturing the spirit of Lower Manhattan, its residents and the city itself.
World Trade Center Brand Book
To properly set the tone of the launch of Westfield World Trade Center in the coming year, a brand book is being created for the company's employees and strategic partners. With breathtaking photography and an intimate, but tongue-in-cheek editorial approach woven throughout, the company's mission, culture, personality and values are brought to vibrant life. High-end print production techniques, an oversized format and bespoke packaging underscore Westfield's commitment to delivering premium retail experiences.
Fulton Center Marketing Collateral
Fulton Center is a modern hub of retail, culinary and media experiences in the historic Financial District. NEO created print and online marketing materials that positioned Fulton Center not only as a destination, but a gateway to the rapidly expanding Downtown area. Important focus was also given to the unique branding/advertising opportunities for leasers given its prime location and size of market (more than 300,000 individuals daily passing through this venue).
Fulton Center Barricades
To generate excitement for the transit center's grand opening, vibrant, life-size drawings of commuters, professionals and visitors depict the diversity and energy of Lower Manhattan.
World Trade Center Barricades
Utilizing the barricades placed inside the East/West Concourse of the World Trade Center, NEO proposed an unconventional, typographical experience that showcases the diversity, pride and resilient nature of the city and the people it serves.