Key Highlights
• Designed 100+ projects for reopening, including ads, signage, and direct-mail campaigns.
• Created banners, wraps, and ads for mall rebranding, culminating in a high-profile VIP event.
• Produced campaign materials featuring ‘red woman’ imagery, visible throughout Philadelphia.
VIP event
A VIP event to reintroduce Cheltenham Mall to key Philadelphia leaders included this invitation and save-the-date I designed, along with coordinated advertising, signage, city banners, and marketing targeting shoppers. I selected the butterfly motif and this image of a woman draped in Target red (since Target was one of the featured new stores). These two images became favorites. We displayed a series of banners with the 'red woman' image around several city blocks near the complex, creating a dramatic environmental design.
Summer Campaign
For the "Rediscover Yourself" sub-campaign during summer, I designed a comprehensive set of materials for online use and throughout the mall complex. These striking, large 30 x 70 inch interior signs were used throughout the sprawling mall as part of the overall rebranding efforts. I developed matching exterior banners and print and social advertising during this sub-campaign, supporting merchant events focusing on the campaign's theme.
Spring Campaign
I designed a series of "Love Where You Shop" bus wraps for spring, featuring a color shift. This set shows the ‘Eldorado’ view on the back of the bus, including the basic art and how it’s trimmed around bus features.
Holidays
As the year’s marketing and events led up to the reopening before the holidays, we capped off the campaign with holiday materials, including in-mall signage, as well as online and print advertising.
