QVB : Brand Repositioning Initiative : Phase 1

An icon of the past, a brand of the now

My role on this project encompassed:

• Consumer Persona Development - research, workshops and analysis

• Brand Strategy - brand proposition, architecture and values

• Content Strategy - tone of voice (TOV), editorial strategy, content calendar

• Marketing Plan & Activity Calendar

This was the first phase of a major repositioning initiative that continues today, lead by the Vicinity Centres marketing teams. Transforming and modernising an iconic heritage brand is no small feat. I was lucky to work with some exceptional practitioners in the realms of data science, brand strategy and storytelling, human-centred design and disruptive marketing to strategically innovate, commercial enhance and culturally elevate this well-loved international cultural, dining and retail business and brand.

“The QVB is more than a shopping centre, it’s a place to dream.”

- Participant, consumer research workshop