Client: Westfield Direct
aGENCY: sIBLING
Service: Brand development, ART DIRECTION, PRODUCT stylist
Year: 2020-2021

This year Westfield was driven to tap into the convenience and ease of online shopping, while supporting local small businesses not yet big enough to host their own online platform, by creating Westfield Direct. Shop everything you need in one convenient and easy to use location, then choose whether you’d like it delivered straight to the front door, or Click & Collect from your favourite Westfield store. Westfield Direct is designed to be everything you love about Westfield - curation, ease, human assistance and seasonal vibrancy - wherever you are.

From brand development including; logo, colour palette and tone of voice, to execution in; print media, brand campaigns, merchandising/product support and in centre wayfinding, this project has developed into a dynamic and progressive extension of the Westfield Brand.

Check out the below video to see just how Westfield Direct introduced itself into the marketplace. And keep scrolling to see some of the many touch points we developed across the brand…

Merchandising/Product Photography | A GALLERY

Shot seasonally, the above imagery is a sample of how Westfield heroes product from multiple retailers while at the same time making commentary on social & fashion trends, seasonally significant celebrations and the brand message of Westfield wherever you are. The content lives across the website, paid and owned media, and print material such as hoardings and billboards.

Westfield is a mammoth brand, with many working parts. Created to work in unison with the brick and mortar store Westfield Direct, while it lives online, promotes plenty of customer engagement in the physical space. With ample discounts and benefits to be had with in-store Click & Collect, we needed to merge Westfield benefit program - known as Westfield Plus - with Direct.
The sample of brand media shown here demonstrates how the Westfield Direct identity can amalgamate in fun and striking ways with other elements fo the bigger brand to successfully communicate multiple messages.