Meyer Bergman bought a shopping centre in Ostrava, Czech Republic, shortly after it opened. A local agency had created a logo and their advertising featured a supermodel, but this didn’t suit the demographic. Our brief was to create a coherent brand identity which would describe what the centre offers – something for everyone all under one roof. We introduced a square frame, taken from the centre’s architecture, and framed all the things that go on within the centre, using appropriate imagery and words to express the variety of activities and the buzz of the place. There have been month-on-month increases in footfall, now the local community see what is on offer at the centre.