Whangaparaoa Peninsula is not only a place, but a destination, with a well-defined identity and strong sense of community. The Plaza Whangapararoa, played a bigger role in the community than most shopping centres, but the brand was tired and didn't capture any sense of the unique qualities of the region.
A rebrand was an opportunity to become an even stronger focal point for the community, heighten engagement, enhance the shopping experience and play a stronger role in attracting new tenants.
A new Coast Plaza brand was launched, along with a transformed courtyard. But the new name and visual identity is just a forerunner for more brand developments, including a new restaurant precinct, children's playground, a revitalised retail mix and extensive internal refurbishment.
Coast Plaza visually expresses the proposition of an 'all in one' shopping experience and subtly leverages the ownable visual characteristics of the region: sky, water, sand and greenery.
Coast Plaza is engaging, warm, vibrant and likeable.